BUSINESS INFORM №5-2018

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Section: Management and Marketing
UDC [005.3:658.8:658.14/17]:378
Snisarchuk I. V.
The Management of Marketing Potential of Higher Education Institutions by Means of Forming an Endowment (p. 514 - 521)
The article considers the role of endowment (sustainable fund) in the management of marketing potential of higher education institutions. The article analyzes breadth of use of endowment in Ukraine as a means of management of potential. The educational institutions, which started the practice of using endowment in the Ukrainian educational space, have been identified. The foreign experience of use and management of sustainable fund is studied. The world’s richest universities are analyzed by the extent of endowment, the welfare of universities is ranked according to their belonging to certain countries. The differences between the results of fund raising activity such as charitable aid and an endowment fund are identified, features of use of each of them are covered. Some attention is paid to the issue of outsourcing of endowment management. The scheme of management of marketing potential on the basis of establishing of a sustainable fund is developed. The necessity of formation of endowments for educational space of higher education institutions as a means of preserving competitive positions, creation of a culture of donation in Ukraine, and successful management of marketing potential is substantiated.
Keywords: management, management of marketing potential, endowment, sustainable fund, charitable activity, financial resources, institutions of higher education.
Fig.: 2. Tabl.: 2. Bibl.: 16.

Snisarchuk Iryna V. – Postgraduate Student, Vasyl’ Stus Donetsk National University (21 600-richchia Str., Vinnytsia, 21021, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Snisarchuk, Iryna V. (2018) “The Management of Marketing Potential of Higher Education Institutions by Means of Forming an Endowment.” Business Inform 5:514–521.

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