The concept of «Stakeholder» and their role in the work of a modern university

Abstract

The creation of a single educational space is determined by the work of interested persons or groups of persons who are directly interested in the work of the university. The role of each of the stakeholders is determined by the work of the university. The university administration usually plays the role of an arbiter. It regulates the relationship between researchers and students, between students and employers (by concluding agreements with the latter on the provision of qualifi ed workers in a particular area). Stakeholders – interested parties, also interested persons (from the English. Stakeholders) – individuals and legal entities that have a legitimate interest in the activities of the university, that is, to a certain extent depend on it or can infl uence the activities. «Stakeholder Management at the University» is the management of groups of people who work, study or otherwise relate to the work of the university, since the leading universities are precisely those that answer the European standards of higher education.
In the article on the basis of empirical research, key stakeholders of HEI in the market for higher education products are identifi ed, with whom it is necessary to establish and maintain long-term relationships in the short term in order to provide opportunities for stable operation and development. According to the results of the expert survey, it is established that the key stakeholders of HEI are entrants and their parents, students, staff, employers, graduates. All of them enter into direct interaction during the production and consumption of higher education products, while having different needs and interests, which necessitates the subject-oriented approach to marketing activities in HEI.