STRATEGIC ANALYSIS AS AN INFORMATIONAL BASIS FOR MARKETING DECISIONS AT A HIGHER EDUCATION ESTABLISHMENT
Modern HEIs operate in an extremely fast and complex external environment in which transformational processes take place, which necessitates accelerating their adaptation to new conditions. In connection with this, in order to make managerial decisions, the need for strategic analysis as an informational basis for making marketing decisions is updated. The purpose of the article is to develop a scientific and methodical approach to the strategic analysis of the conditions and factors of the environment in the field of higher education and to identify on its basis revolutionary changesthat require the adoption and implementation of adaptive management solutions to ensure sustainable development of the HEI. The task of assessing the external factors of the marketing environment of the HEI is to identify not just threats and opportunities, but the signals of changes that will allow for revolutionary change - significant transformations that determine the need for urgent response and adoption of the appropriate management decisions. To determine and assess the environmental factors to be assessed, a SWOT analysis method based on defined opportunities and threats is selected; PEST analysis method as a method for analyzing the main four groups of factors: political (P), economic (E), socio-demographic (S), scientific and technical (ST). The strategic analysis, as a process, involves the consistent implementation of preparatory, analytical, settlement operations and procedures, comprehension and interpretation of results. In each group (P, E, S, ST) the factors are determined and the system of corresponding parameters and indicators to be analyzed is formed. According to the results of the strategic analysis, it is established that very strong signals of revolutionary changesin the zone of threats are associated with negative trends in economic and socio-demographic factors; in the area of opportunity - with high rates of scientific and technological progress, information technologies and the development of information ...