MARKETING MECHANISM OF QUALITY MANAGEMENT IN UNIVERSITIES IN THE CONDITIONS OF COMPETITION IN THE CROSS-BORDER MARKETS OF HIGHER EDUCATION

Abstract

A complex of econometric methods is used: regression and correlation analysis to model the influence of the marketing factors on the results in the sphere of universities' quality management; and optimization method to determine the perspectives of increasing the results in the sphere of universities' quality management based on marketing factors management. The research objects are universities from different countries from Reuters Top 100: The World’s Most Innovative Universities 2019. To determine the current contribution and future perspectives of using the marketing mechanism for universities’ quality management in the conditions of competition in the cross-border markets of higher education. It has been found that an increase in HR marketing (employer reputation) by 26.21% leads to an increase of total patents in universities of the sample by 43.20%, an increase in their success rate by 30.16%, and an increase in commercial impact by 41.77%. It is proved that the marketing mechanism allows increasing the level of universities’ quality in the conditions of competition in the cross-border markets of higher education by more than 30%.