Bìznes Inform (Jun 2020)
Developing a Marketing Mechanism of Cooperation Between Higher Education Institutions and Stakeholders (On the Example of the Sphere of Inbound Medical Tourism)
Abstract
The article is aimed at developing approaches to evaluate the efficiency of national higher education institutions from the position of stakeholders. On the basis of analysis, systematization and generalization of modern requirements for the conduct of educational programs of higher education institutions, as well as the results of auditing the efficiency of the use of budget funds appropriated to the Ministry of Health for personnel training purposes, and trends in the national sphere of inbound medical tourism, criteria and indicators of the effectiveness of the marketing mechanism of cooperation between higher education institutions and stakeholders are proposed. A list of criteria and indicators of evaluation of the effectiveness of the marketing mechanism of cooperation between higher education institutions and stakeholders as the basis for the formation of the partner network is elaborated. They are the minimum obligations of the partners necessary for the operation of the affiliate network, can be reviewed and supplemented in accordance with the specifics of the activities of the higher education institution and its stakeholders. The proposed criteria indicate what needs to be done, and performance indicators are an appropriate instrument for this work to achieve the goal set by the participants in the affiliate network. The performance indicators presented here are not intended to definitively determine the results of operation of the affiliate network for its participants and society in general. They are the first stage of such evaluation and the basis for the higher education institution to develop its own sets of indicators, taking into account the specifics of the activity and available resources. A set of indicators and methods of their calculations can be updated where necessary, supplemented with new values, checked for relevance and practicality, their applicability in the activities of a particular higher education institution. Prospect for further research in this direction is the development of a mechanism of cooperation between higher education institutions and stakeholders, as well as the functions of managing this direction of activity in the universities.
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