may 03, 2024

RU/EN

Headings of Vestnik

February 2024, № 1 (241), pages 131-136

doi: 10.25198/1814-6457-241-131

Trubenkova S.N. PROCESS MODEL FORMATION MARKETING COMPETENCE OF THE HEAD OF A GENERAL EDUCATIONAL ORGANIZATION IN FORMAL AND NON-FORMAL EDUCATIONThe basics of constructing a process model for the formation of marketing competence of the head of a general education organization in formal and non-formal education explored. The relevance of developing the model is associated with the lack of readiness of the head of a general education organization to implement marketing activities using the resources of formal and informal education. The concept of a manager’s marketing competence in the author’s interpretation is understood as the ability to effectively apply marketing strategies and tools to increase the competitiveness of an educational organization and meet the interests of the state and society, and the needs of the individual. The developed process model for the formation of marketing competence of the head of an educational organization is presented, its block structure (normative-methodological, content-instrumental, reflective-evaluative blocks), based on the methodology of competence-based and personalized approaches, principles, according to the stages (analytical-prognostic; activity-based; reflexive). The normative and methodological block of the process model is characterized, reflecting the ideas of competence-based and personalized approaches and the principles arising from them (professional orientation, continuity, professional mobility; subjectivity, variability, reflexive evaluation). A content-technological block aimed at the gradual formation of marketing competence of the head of an educational organization through formal and informal education is substantiated. The reflective-evaluative block of the author’s model is described, which includes a criterion basis for determining the level of formation of the components of marketing competence of heads of educational organizations.Key words: marketing competence of the manager, process model for the formation of marketing compactness of a manager, formal and non-formal education.

Download

References:

1. Alexandrova R.R., Eremina A.P. (2022) Marketing competence of a college leader as a pedagogical problem. Modern problems and promising directions of innovative development of science. Sat. articles int. scientific-practical conf. Ufa, pp. 179-184. URL: https://www.elibrary.ru/item.asp?id=48501331

2. Vovk E.V. (2022) Characteristics of the system for developing marketing competence of a university student. Problems of modern pedagogical education, No. 76-2, pp. 46-48. URL: https://cyberleninka.ru/article/n/harakteristika-sistemy-formirovaniya-marketingovoy-kompetentnosti-studenta-vuza-1

3. Galkina T.E. (2011) A personalized approach in the system of additional professional education for social sector specialists. Doctor thesis, 13.00.08, p. 11.

4. Donina I.A. (2014) The concept of formation and development of marketing competence of managers of educational organizations. Science vector of Tolyatti State University. Series: Pedagogy, psychology, No. 1(16), pp. 80-83. URL: https://elibrary.ru/item.asp?id=21575507

5. Donina I.A., Shirina T.G. (2014) Marketing competence as a criterion of professionalism in the field of education. Basic research, No. 5-4, pp. 844-848.

6. Kokhan N.V. (2017) Marketing model for managing the development of an educational organization. Siberian Pedagogical Journal, No. 1, pp. 97-103. URL: https://cyberleninka.ru/article/n/marketingovaya-model-upravleniya-razvitiem-obrazovatelnoy-organizatsii

7. Matushansky G.U., Kudakov O.R. (2009) Methodological principles of application of the competency-based approach in vocational education. Kazan Pedagogical Journal, No. 11–12, pp. 41–47.

8. Oleshkevich D.V. (2022) Marketing competence as a criterion of professionalism of a leader in the field of education. Caucasian dialogue: materials of the 13th International. scientific-practical Conf. Nevinnomyssk, pp. 235–239. URL: https://elibrary.ru/item.asp?id=50421281

9. Prosvirkina I.I., Kulikova E.Yu., Frolova A.M., Yakhno M.D. (2022) Model of teaching synthetic types of speech activity using the “mobile video” method. Vestnik of Orenburg State University, No. 4(236).

10. Rakhmetov R.R. (2017) Marketing competence of the head of an educational organization in modern socio-economic conditions. Scientific and methodological electronic journal “Concept”, No. T31, pp. 1081–1085. URL: https://elibrary.ru/item.asp?id=29216266

11. Roitblat O.V. (2014) Non-formal education of teaching staff: yesterday, today, tomorrow. Bulletin of TOGIRRO, No. 2 (29), pp. 3-234. URL: https://elibrary.ru/item.asp?id=24132963

12. Trubenkova S.N. (2019) Formation of marketing competence of heads of educational organizations in the conditions of modular training Vestnik of the Orenburg State University, No. 5 (223), pp. 118–124. URL: https://elibrary.ru/item.asp?id=42379964

13. Trubenkova S.N., Ganaeva E.A. (2016) Marketing competence of the head of an educational institution as a pedagogical problem. Kazan science, No. 2, pp. 154–157. URL: https://elibrary.ru/item.asp?id=25904364

14. Tuysina D.M., Bobretsova A.V. (2023) Mentoring model in creative competitions on the example of the “design factory” project. Vestnik of Orenburg State University, №4(240). URL: http://vestnik.osu.ru/doc/1026/article/9826/lang/0

15. Filimonyuk L.A., Oleshkevich D.V. (2023) Development of marketing competence of the head of a general education organization in the conditions of additional professional education. Problems of modern teacher education, No. 78–2, pp. 291-294. URL: https://www.elibrary.ru/item.asp?id=53063461

16. Chechel I.D. (2015) Post-technocratic model of additional professional education (on the example of additional professional education of heads of general education organizations). Continuing education: XXI century, No. 4 (12), pp. 119–135. URL: https://elibrary.ru/item.asp?id=25144842

17. Shevchenko O.N., Taranovskaya E.A., Vanshina E.A. (2022) variative content model of the workbook for graphic disciplines with infographic elements. Vestnik of Orenburg State University, №3(235). URL: https://cyberleninka.ru/article/n/variativnaya-model-soderzhatelnogo-kontenta-rabochey-tetradi-po-graficheskim-distsiplinam-s-elementami-infografiki

18. Sherayzina R.M., Donina I.A., Mednik E.A. (2018) Methodological foundations for the formation of professional competence of the future head of a general education organization. Development of higher professional psychological and pedagogical education: trends and prospects. Yalta, pp. 209–214. URL: https://elibrary.ru/item.asp?id=35354125

19. Shtriker N.A., Ganaeva E.A. (2021) Designing a model for the formation of digital competence of a teacher. Vestnik of Orenburg State University, №4(232). URL: https://cyberleninka.ru/article/n/proektirovanie-modeli-formirovaniya-tsifrovoy-kompetetnosti-pedagoga

20. Yarkova I.V. (2013) Development of marketing competence of heads of educational institutions in the conditions of additional professional education. PhD thesis. Moscow. mountains ped. univ. Moscow. URL: https://www.elibrary.ru/item.asp?id=30381548

21. Order of the Ministry of Labor of Russia “On approval of the professional standard “Head of an educational organization (management of a preschool educational organization and general education organization)” No. 250n dated 04/19/2021 (registered with the Ministry of Justice of Russia 09/02/2021 N 64848). URL: https://www .consultant.ru/document/cons_doc_LAW_394567/

About this article

Author: Trubenkova S.N.

Year: 2024

doi: 10.25198/1814-6457-241-131

Editor-in-chief

Sergey Aleksandrovich
MIROSHNIKOV

© Электронное периодическое издание: ВЕСТНИК ОГУ on-line (VESTNIK OSU on-line), ISSN on-line 1814-6465
Зарегистрировано в Федеральной службе по надзору в сфере связи, информационных технологий и массовых коммуникаций
Свидетельство о регистрации СМИ: Эл № ФС77-37678 от 29 сентября 2009 г.
Учредитель: Оренбургский государственный университет (ОГУ)
Главный редактор: С.А. Мирошников
Адрес редакции: 460018, г. Оренбург, проспект Победы, д. 13, к. 2335
Тел./факс: (3532)37-27-78 E-mail: vestnik@mail.osu.ru