СИСТЕМА МЕНЕДЖМЕНТА В ВЫСШЕМ ОБРАЗОВАНИИ С ИСПОЛЬЗОВАНИЕМ КЛИЕНТООРИЕНТИРОВАННОГО ПОДХОДА
Authors: Филенко Ю.А. 
Published: February 2025

В статье рассматриваются вопросы совершенствования системы менеджмента с использованием клиентоориентированного подхода в высшем образовании. В задачи входит разработка клиентоориентированной системы, которая направлена на формирование долгосрочных отношений вуза с субъектами рынка образовательных сфер деятельности. Используя грамотно выстроенный клиентоориентированный подход в совокупности с системой менеджмента в вузе, можно спрогнозировать спрос на образовательные программы и их продвижение, провести грамотное ценообразование, качественное предоставление образовательного процесса, получить свою определённую группу лояльных потребителей.

Introduction. In the context of global digital transformation and Russia's transition to a market economy, significant changes are underway in all areas of activities, including the system of higher education. Today, higher education institutions are facing new challenges related to the adaptation of the management system to the needs of the educational services market and the requirements of the labour market. The relevance of the subject is determined by the modern trends and the high needs of the labour market for client-oriented professionals responsive to the current economic environment. To this end, a higher education institution, starting with career guidance, continuing with education and ending with employment, must foster seamless personalized communication with the client (an applicant, a student, a postgraduate student, a graduate) at a new level that allows an ongoing dialogue. The aim of the study is to develop a set of measures within the framework of the higher education management system using a client-oriented approach to increase the attractiveness of the higher education institution and its competitiveness in the education sector. Results. Based on the analysis of real demands, not only the existing competencies have to be unitized in the training of specialists; additionally, universal “supra-professional” competencies that are of interest to employers and students themselves should be used. Resolving the task of ensuring client-centricity implies employing more contact channels for communicating with prospective students, raising their interest in selecting personalized educational offers, as well as continuing interaction with students from the application stage and throughout the entire period of study. Reaching a new level of quality of the study process in educational institutions and enhancing the effectiveness of student learning are directly related to the quality of teacher training. Conclusion. A management system and a client-oriented approach are equally essential for consumers in the educational services market. A management system, which is properly organized at a higher education institution through monitoring and analyzing the information platforms aimed at developing a client-oriented approach, will help predict the demand for study programs and their promotion, carry out competent pricing, provide high-quality study process, and acquire your own specific group of loyal customers. With such groups, a higher education institution can gain maximum benefit. At each stage of building seamless customer-oriented communication with the clients of a higher education institution, the scope of the interaction expands, the importance of the clients’ needs grows, and the quality of study programs offered improves. Therefore, consideration of the client-oriented approach in the context of a higher education institution points to a strategic approach to development, which ensures an increase in profitability due to engaging and retaining the clients, and meeting their needs.