Marketing management of innovative development of the university ecosystem

Abstract

The monograph is devoted to the development of current theoretical foundations and practical recommendations for the formation of a marketing mechanism for managing the development of the innovative potential of the university ecosystem. The monograph examines and summarizes theoretical approaches, substantiates and clarifies scientific provisions on the essence of innovative potential, develops a model for managing the development of the innovative potential of the university ecosystem, which is based on the interaction of science, business, education and government and its marketing positioning in the context of integration into the European Union. Based on the developed model, an organizational and economic mechanism for managing the development of the innovative potential of the university ecosystem is proposed, which includes a set of methods, principles, functions, organizational support for marketing positioning, in the combination and coordination of which actions it is possible for higher education institutions to achieve the main goal – effective management of the development of existing innovative potential.