Management of Education as Factor of Development of Higher Education Institution Marketing Environment
The article covers the problems of formation and modernization of national and supranational educational systems management which define models of the state educational policy influencing the marketing behavior of higher education institutions at the national and world markets. Basing on the results of the analysis of secondary information sources the author revealed legislative factors and conditions which should be taken into account by the higher education institutions when formulating strategy of development in the conditions of integration of the educational services market. The characteristic of two main historically developed models of state management of higher education - European and Atlantic - is given. It is proved that the administrative model of management of higher education actually ceased to exist, distinctions between Atlantic and European models are gradually obliterated. The tendency to decentralize the management of higher education institutes is noted. The characteristic feature of time is that the main powers and control of the results of management decisions are passed to higher education institutions. At the same time the quality control of education by regional, national and international scientific and methodical associations becomes tougher. Besides, the orientation to profit growth gains value. It is emphasized that agencies on quality control and monitoring of efficiency of higher education institutions act as new regulating subjects of the services market of higher education institutions - the special intermediary organizations.