MARKETING APPROACH TO MANAGING UNIVERSITY RESTRUCTURING UNDER INFLUENCE OF COMPETITION AND INFLUX OF TRANSNATIONAL CAPITAL

Abstract

Purpose of article is to develop a marketing approach to managing the reorganization of university under influence of competition and influx of transnational capital and its approbation on example of national research universities in Russia. Top 10 universities of Russia included in THE World University Rankings 2021, which have reorganized and are national research universities, have been selected for study. Hierarchical procedure of T. L. Saati, method of regression and correlation analysis is used. Approbation of compiled recommendations on example of national research universities in Russia in 2021 showed that degree of favorable influence of competition and influx of transnational capital on marketing management of reorganization is moderate or low. Recommendations for its improvement are proposed. Marketing approach has been developed to manage the reorganization of university under influence of competition and influx of transnational capital. Approach includes, firstly, methodological recommendations for 55 2022 № 3 (79) Вестник Ростовского государственного экономического университета (РИНХ) assessing the degree of favorable impact of competition and influx of transnational capital on marketing management of reorganization of universities. Secondly, guidelines for improving the marketing results of Russian universities during reorganization based on management of competition factors and inflow of transnational capital.