FORMATION OF THE VALUE PROPOSAL FOR THE DEVELOPMENT OF THE UNIVERSITY ON THE BASIS OF BUSINESS - THE "CANVAS" MODEL
Keywords:business model, institution of higher education, value proposition, “Canvas» business model.
Global trends in higher education, European integration processes, harmonization of the market offer of educational services with the needs of the labor market require the formation of a university business model with the involvement of all participants in the educational process and interested parties. The purpose of the scientific article is to substantiate the possibility and advantages of applying the canvas of a business model for the development of a higher education institution (HEI) based on a value approach.
The value proposition that is created with the help of a business model must take into account the integration of many factors, in particular, economic, social, environmental, scientific and educational goals. It has been proven that today higher education has entered a stage of development where the availability of a flexible development strategy, a value proposition and a modern management system becomes a guarantee of stable activity and further development of a higher education institution. The driving force behind changes in higher education institutions should be the application of business models in their practice.
It has been established that in order to reach a new level of educational and scientific services and the ability to work in the world of Industry 4.0, higher education institutions need to strengthen four main factors: target customers, value proposition, the way of creating a value chain, and obtaining value, as well as four big trends: integration, service offering, sale of knowledge or experience through the creation of new educational and scientific products or services, sale of digital products and IT solutions/services in education, in particular digitalization of business processes of higher education institutions.
Based on the described theoretical approach, an analysis of the activity of the Ivano-Frankivsk National Technical University of Oil and Gas was carried out, applying the canvas of the business model. The main activities and activities, as well as intellectual products and best exemplary practices, which strengthen the competitiveness of the higher education institution in the quality and professional provision of educational and scientific services, are highlighted.
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