ANALYSIS OF THE ROLE OF THE REGIONAL UNIVERSITY AT THE SUPPLEMENTARY EDUCATION MARKET

Positioning university as one of the participants of the regional vocational education market suggests using relevant analytical data and managerial solutions in he following areas: 1) analysis of the market and current and future demand parameters; 2) forming supply based on market asks no on provider’s abilities; managing educational process economics from the point of view of the market; 3) Managing educational process from the market point of view. He article looks into above mentioned aspects of positioning using the example Kemerovo State University (further referred to as KSU). For research purposes the structure and market boundaries are limited to the following parameters: 1) vocational secondary education - target group age 6-18 years old; 2) supplementary professional education - target group age - 25-64 years old. The article falls under research category. The aim of the article is to look into Kemerovo regional market of supplementary education. The results will be used for repositioning KSU at this market and altering content and organizational structure of supplementary higher education. Conclusions are made on the basis of target audience analysis, mathematic modeling of basic prerequisites for regional development, content analysis of demand for supplementary education using methods and instruments of search requests via Internet. The results of the research demonstrate incomplete balance between regional latent demand (search for courses) for supplementary education on behalf of target audience and university supply. Based on the research results authors suggest areas for altering university management policy in forming market offer in the field of supplementary education.

regional market, additional vocational education, additional schooling, the target audience, demand analysis, consumption forecast

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