Каlykov А.К., Sarinova K.N.
Kazakhstan, Karagandy State University named by E.A.Buketov

MARKETING ENVIRONMENT OF EDUCATIONAL ORGANIZATION

The main directions of reforming the system of higher education in Kazakhstan are providing the highly skilled professionals and therefore progressive development in all spheres of public life.

"The competitiveness of the nation is primarily determined by the level of education, the country is not able to develop knowledge in the twenty-first century, is doomed to failure," - said the president of Kazakhstan N.A. Nazarbayev in his address to the nation.

It is known that higher education has a high economic and social importance and plays an important role in scientific and technological progress, spiritual life of society in the development and qualitative improvement of the economic system of the state. In market conditions relations among the sphere of education and consumers, namely by employers is especially important today as a governance integral concept in higher education do not exist. On this issue of works by foreign scholars abound, but they are generally applicable to the developed markets. This problem of marketing of educational services is engaged by our scientists but insufficiently investigated.

Market economic system does not change the content approaches to the concept of "education." It is as a global law of social development still reflects the relationship between of subjective human needs in gaining knowledge and objective needs of society in their accumulation and utilization. But the system relations over the education herein can be represented in terms of marketing. [1]

Motives of human beings in an effort to raise the educational level of its own in a market society are varied. Educational potential of personality use to create the material and other benefits for livelihoods, as well as to meet their own cognitive and other needs. [2]

The need for education is manifested in the conscious or unconscious desire of learning. Conscious human desire to get a new level of education (or get additional qualifications), in which the person is a subjective or objective needs, creates the need for education. Acquiring new knowledge and achieving results in the learning process, getting private and public recognition, a person realizes the need for success. Recognition and success let him to realize the important for every need for respect. Respect and love for yourself serve the driving motivation of human perfectibility, which puts him on a higher level of spiritual needs for self-actualization. Educational services developed by the university, are of value to the consumer. Facilities of the university let to improve the educational or professional level personality through learning, training or retraining, leading to the achievement of social effect. Employment is an important motive for choosing the educational product requirements, define the prestige of the university and strengthen its competitive position among other universities. After all, on what type of specialty the graduate of the university was received, and what quality he was obtained knowledge and skills acquired, depended on how popular it would be in the labor market.

Today, one of the possible responses to the proposal of the university can be an agreement with the company that satisfied with the quality of university graduates and it is interested in obtaining qualified professionals ready to provide high school material, financial or otherwise, in exchange for a priority right selection and hiring of graduates of the university in the future. [2]

Today, higher education institutions take into account not only the provision of quality educational programs, use of new technologies, but also offer other services that are as urgent and practical for their target market.

These activities are intended to development of the infrastructure, cultural and leisure and entertainment centers, etc. These centers provide services and teaching staff, which is one of the most important groups in the field of marketing impact.

In market environment, education is the process of providing simultaneous consumption and complex educational services aimed at changing the social situation. The usefulness of educational services for the consumer gives it in the market product features. As the university product is intended for wide range of consumers, marketing complexity of higher education is the need to also address the sometimes conflicting needs and expectations of high school audiences. Successful activities of the university depends on the timely incorporation of market factors and the ability to solve problems in a single complex product policy, pricing, and price adjustment, communication, merchandising, marketing, and personnel problems. Market research should be considered as a basis for strategic planning of the university, especially as a strategic objective of our country is the introduction of the country in the next 30 years among the 30 most competitive countries in the world.

More than 20 years of independence we can speak with pride about the success in the field of national education. Unique educational projects carried out at the initiative of the head of state education in Kazakhstan did them not only recognized around the world, but also allowed to enter the five leading countries in the development of education index. To consider the main market trends of educational services we should analyze the dynamics of the number of pupils in schools:

Figure 1 - Number of students in schools, thousand

As you can see from the graph, the number of pupils enrolled in the school for the past 10 years are significantly reduced. At this reduction may affect a number of factors, they are fertility decline, social and financial status, etc., but in 2012 there is a significant increase in this indicator. Formation of market relations in the sphere of education, the development of competition took place against the backdrop of sharp fluctuations in the parameters that form the demand for educational services. If we consider that the ratio of the formation to some extent reflects the people's hopes for a sustainable existence in the future, important is the fact that 50% of the population was the desire to continue their studies in higher education, 40% - in colleges, indicating that growth in the number of universities and colleges (see Figure 2) and only 10% of high school graduates did not think about raising the level of their education. Attractiveness of higher education for the population grew in the national economy the number of employees with higher and specialized secondary education remained stable.

- number of colleges - number of universities

Figure 2 - Dynamics of the number of colleges and universities

As you can see from the figure in the 2011-2012 the academic year in comparison with the 1991-1992 academic year, the number of higher education institutions has increased 2.28 times, it is connected with the increasing number of non-state institutions, so in this academic year, the number was 64.4% of the total number of universities. In particular it is noteworthy growth of private higher education institutions. It indicates a rather high level of trust on the part of the population to non-state universities. So the number of the issue of government and private higher education institutions is over the past three years is about the same amount.

- number of students of colleges - number of students of universities

Figure 3 - Dynamics of the number of students of colleges and universities

There was also a significant increase in the number of students in higher education by 2.0 times, respectively.

Marketing plays an important role in the development of educational institutions. Marketing of educational services has its own characteristics only in the practical application, and all the basic principles it does not differ from marketing in any market for goods or services.

Motives which drive people in modern society in an effort to improve their own level of education varied. As the requirements for this particular type of product is objective and understood by human lack of knowledge and skills it in any field. The manifestation of the need for education is the human desire to get a new level of education or to obtain any additional qualification in which this person needs.

Quality of higher education is crucial to the successful development of almost any country in the coming twenty-first century. The revolutionary changes in technology at the turn of the century, based on the highest level of intellectual resources and related geopolitical competition for the world's leading countries such resources are the most important factors that determine not only the economy but also the policy of the new century. In connection with the level of intellectual potential of the country that directly determines the quality of higher education in the country it becoming the most important factor not only in economic and social development, but also a factor of economic and political independence of the country, its survival factor.

"Quality education" is a complicated concept. Experts argue that "the quality of higher education" is characterized by "multidimensionality much subjectivity, many of criterion, the uncertainty in the estimates invariance and variability." [2]

In this regard , in our view, the quality of education is a multidimensional concept that includes the multilateral activities of the university , designed to meet the needs of : personality - in cultivation, to adapt to changing socio - economic, political, moral and psychological conditions of life of the enterprise - in preparation competent staff capable of productivity growth , the spread of technological innovation society in the formation of socially active and adapting to the realities of the lives of citizens who are guided by universal values, ensuring national income growth and cultural development. [3]

For the successful implementation of activities in the education educational institution we need to learn how to monitor and, not least, to predict all important for him changes in the external and internal environment. Promptly undertaken measures will help the educational institution to avoid a number of problems or capitalize on the situation. In practice, for assessing and predicting the marketing environment education widely apply different methods of analysis, as well as the rating of the attractiveness of the education market in the region for the preparation of highly qualified specialists.

Exactly timely policy analysis allows educational institution quickly take advantage of opportunities. It should be remembered that the same factor will be the educational institution for a favorable opportunity, if it is time to use it in their work, or threatened if the first competitors will do. The given circumstance confirms the importance of continuous monitoring, analysis and forecasting of the marketing environment of education for educational institutions.

Literature:
1. Ottomans S.A. Applying the concept of marketing in the education market, Minsk, 2004
2. Posokhova N.V. Marketing of educational services. Belgorod State Institute of Culture and Arts. Proceedings of the scientific conference. (http://window.edu.ru/library)
3. Pankruhin A.P. Marketing of educational services: theory and practice methodology. (http://www.marketing.spb.ru).