MARKETING COMPETENCE OF HEADS OF EDUCATIONAL INSTITUTIONS: POSSIBILITIES OF DEVELOPMENT IN THE CONDITIONS OF POSTGRADUATE EDUCATION

Abstract

The article analyzes the main opportunities for the development of marketing competence of heads of educational institutions in postgraduate education. It is emphasized that today educational institutions functionate in competitive market conditions, which directly affect the formation and renewal of the list of educational services, building partnerships between educational organizations and the public, forming the image of educational institutions, developing innovation capacity and creating a positive internal climate. It requires management of institution in terms of marketing approach, thst is why the implementation of this approach is one of the tasks of a modern manager. To implement new approaches to management, the head of the educational institution must have appropriate professional and personal characteristics. One of it is his marketing competence.
The paper analyzes the requirements for modern heads of general secondary and preschool educational institution in the context of relevant professional standards, which allowed to establish the need for heads of educational institutions to master marketing knowledge, skills and abilities.
The main provisions of the development of marketing competence of the heads of educational institutions in the conditions of additional professional education are analyzed.
It is noted that the significant potential for the positioning of educational institutions today belongs to information and digital technologies, and digital marketing tools allow to build the interaction of educational institutions with each interested user of educational services.
It is emphasized that the development of marketing competence of heads of educational institutions can be carried out during course (lectures, practical, seminar classes, trainings, etc.) and intercourse (seminars, webinars, courses, etc.) training in postgraduate pedagogical education, as well as through self-education (courses, video courses on the Internet, webinars, reading literature, participation in forums, conferences, etc.).