Marketing technologies as a vector of development of the regional higher education system

Abstract

The article examines the issue of the development of the regional higher education system based on the use of marketing technologies that directly or indirectly affect the competitiveness of a regional university. The versatile view of domestic scientists in the aspect of deepening marketing technologies in the educational activities of the regional university is taken into account. The modern aspects of the influence of marketing technologies on increasing the competitiveness of the regional education system are highlighted. The practical side of the issue is summarized on the basis of the results of online monitoring of the regional practice of using marketing technologies in the activities of regional universities, the participants of which were teachers of the Rostov State University of Economics (RSUE) and Don State Technical University (DSTU). The results were collectively discussed and summarized in the format of an interdepartmental online conference. At the conclusion of the study, a model of marketing technologies is presented, which is adapted to the specifics of educational activities of the Rostov State University of Economics, including for the educational system of the region. The author's model as a vector of development of marketing technologies of a regional university does not require additional costs of any resources and can be applied in the educational process of differently segmented regional universities.