MARKETING OF SCIENTIFIC AND EDUCATIONAL KNOWLEDGE OF THE MODERN UNIVERSITY

The purpose of the article is to develop theoretical and methodological bases for forming the marketing system of scientific and educational knowledge of modern university. The basic tasks of marketing of scientific and educational knowledge of the modern university are specified and systematized. The tasks concerning orientation of the knowledge production system on the most perspective types of knowledge, as well as formation and stimulation of demand, promotion and application (commercialization) of modern knowledge are detailed: separately in sections of scientific and educational knowledge. On the basis of the existing practice, it is proposed to apply the concept of 8P marketing of scientific and educational knowledge of universities. An integrated scheme of the marketing system of scientific and educational knowledge of the modern university has been formed uniting types of marketing; main tasks; tools for solving these problems into a single complex. The distribution of functions and management decisions of separate units and senior management of the university is performed. Key words: marketing of scientific and educational knowledge, tasks of marketing of knowledge of university, concept of 8Р complex of marketing of knowledge, management of marketing of scientific and educational knowledge, oriented on knowledge of university management. DOI: 10.15276/mdt.3.4.2019.1 Gholdobyn, N. D. (2009) Marketing znaniy i innovatsionnyiy pedagogicheskiy protsess [Marketing of Knowledge and Innovative Pedagogical Process]. Yaroslavl Pedagogical Bulletin, no. 4, pp. 130-134. (in Russian) Illiashenko, S.M., Shypulina, Yu.S., Illiashenko, N.S. (2018) Naukovi konferenciji jak instrument produkuvannja i poshyrennja znanj v konteksti innovacijnogho rozvytku universytetiv (dosvid kafedry marketynghu ta UID SumDU) [Scientific Conferences as a Tool for Production and Dissemination of Knowledge in the Context of Innovative Development of universities]. 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