MARKETING INFORMATION ANALYSIS ON EDUCATIONAL SERVICE QUALITY IN TERMS OF INNOVATIVE ACTIVITY

The most important factor of the Russian economy innovative development is the system of education that meets the requirements of modern high-tech production and a new entrepreneurial environment. The fulfillment of these requirements sets the task of high quality of educational services provision for universities. The assessment of training quality is based on the determination of inconsistencies in the educational process carried out by a university and the requirements of employers. The author proposes an author approach to the analysis of marketing information about the quality of educational services, based on the methods of marketing research and GAP-analysis. Market research is the most optimal tool which allows to identify requirements, as well as to assess the degree of the educational service compliance with these requirements. GAP-analysis is used to identify the inconsistencies in the educational process with the requirements of consumers. The result of the study is the development of a system-based method of the questionnaire material structuring to carry out the marketing studies of employers' satisfaction with the quality of university educational services. Also, the methodology was developed to analyze the marketing information received from consumers about educational service quality, which allows us to assess the level of highly qualified personnel training. The results obtained in the process of research can be used by the management of higher education organizations to ensure that the conditions for educational program implementation meet the corresponding requirements of the employers.

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