ROLE OF FUNDRASING IN MANAGEMENT OF MARKETING POTENTIAL OF HIGHER EDUCATION INSTITUTIONS

Abstract

Core of the article is marketing potential management in higher education institutions with a particular focus on fundraising as a method of finding additional financial resources.

According to the author, the components of marketing potential are education and science. They affect on the competitiveness indicators. The development of these components allows effectively to manage of marketing potential and take a stable competitive position in the educational services market. The use of fundraising to attract intellectual and financial capital is proposed. The importance of fundraising is substantiated by analyzing expenditures on education and identifying negative trends. The decline of expenditures from the state budget for financing higher education in the last five years has been revealed.

The attention is paid to the foreign experience of fundraising in high schools. The sources of potential sources of fundraising are highlighted. The article identifies two major strategies for finding sponsors that can be used by higher schools. The features of appeal to potential benefactors and the best methods of communication with them are revealed. It is proposed to introduce the staffer's position as a staff member.

The most important development in this  research is identify the interlinkages between different aspects of the work of high school:  financial, education and research, marketing.

The importance of the study is the development of the educational and scientific component of the marketing potential influences on the formation of a competitive labor market, raising the level of the education index of the population and identifying the educational potential of the state, as well as being the driving force behind the development of all sectors of the economy.