Marketing instruments of corporate universities competitiveness management in 'new economy'

The major factor defining the development of modern economy is the formation of development of innovative administrative experience on the basis of expansion of the sphere of management by people, organizations and their intellectual capital, which is formed in the knowledge control system as a new kind of administrative activity including a powerful marketing component. The defining role in the formation of conditions of development of economy of innovative type is played by the system of education, including corporate one. Corresponding means, methods and resources are necessary for realizations of Russia's national interests in the system of international division of labour. In aggregate the given set should define the conceptual integrity the basis of which is made up by international competitiveness. The modern market of educational services is characterised by competition strengthening which has been affected by a set of factors. The competition market is characterised by a high degree of variability and uncertainty of factors of environment, an increase in quantity of innovative processes and reduction of innovative cycles, instability of resource maintenance, world economic integration, an increase of level of requirements of the population to quality of life. In such conditions a necessity of search of new tools of organization competitiveness management as of a mechanism of maintenance of effective long-term functioning is obvious. Competitiveness of a corporate university is a set of properties allowing to some extent to satisfy concrete requirement of consumers of educational services in comparison with other institutes at educational market. In the conditions of market economy the competition between economic agents of the market of educational services increases, and success of educational activity is in many respects defined by the scientific and pedagogical potential and competitiveness of graduates at labour market. Competitive advantages of a corporate university depend on the qualitative or quantitative characteristics of functioning of the educational institution that allow satisfying the requirements of the companies on the basis of development of human capital in comparison with similar organizations in the same market more completely. Marketing tools of studying of demand are directed to constant search and strengthening of competitive advantages of corporate universities and elimination of lacks allows providing competitiveness of social investments of the company.

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