Keywords: education, educational services, educational services market, systems analysis, modelling, cluster analysis, taxonomic indicator


The subject of the research is a set of models of systems analysis of the educational services market. The goal of the work is to develop a set of models of systems analysis of the educational services market in Ukraine, which allow to assess the state of regional market segments; to highlight the segments which are the most sensitive to the reduction of the educational institutions network; to assess the competitiveness of educational services in the foreign market; to determine the most attractive segments of the foreign market. The paper solves the following tasks: models of classification of regions according to the level of development of the education system are developed; models for a comprehensive assessment of the level of development of the education system are proposed, which allow assessing the position of Ukraine in comparison with European countries; models for classifying external market segments by the level of attractiveness for promoting educational services of Ukrainian universities in the context of an export-oriented development model are developed. The following methods are used: systems analysis – to describe the object of research, conceptual approach and a set of tasks to be solved; cluster analysis – for building classification models; taxonomy methods, development level method – to build a rating assessment of Ukraine's position in the educational services market. The following results have been obtained: a grouping of the regions of Ukraine by the level of development of the education system has been developed, the "pivotal" regions for the formation of a network of educational institutions have been identified; a system of rating assessment of countries in the educational services market institutions has been proposed; the most attractive external market segments for the promotion of educational services of universities in Ukraine institutions have been identified. Conclusions: the implementation of the models made it possible to conclude that the composition of the "pivotal" regions for the formation of a network of educational institutions includes such regions as Kyiv, Kharkiv, Odesa, Zaporizhzhia, Lviv, Dnipro regions. Educational services of universities in these regions are in the highest demand, but these regions are also the most vulnerable to the phase of market decline. The analysis of the "substitute" effect made it possible to conclude that Ukraine is characterized by a high rating of the level of development of the education system in comparison with European countries. In the context of the export-oriented development model, external market segments that are attractive for Ukraine have been highlighted.


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Author Biographies

Lidiya Guryanova, Simon Kuznets Kharkiv National University of Economics
Doctor of Sciences (Economics), Head of the Department of Economic Cybernetics
Oksana Panasenko, Simon Kuznets Kharkiv National University of Economics
PhD (Economics Sciences), Associate Professor of the Department of Economic Cybernetics
Serhiy Voznyuk, National Aerospace University "Kharkiv Aviation Institute"
Senior Lecturer of the Department of Higher Mathematics and Systems Analysis


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