Evaluation the competitiveness of educational services: theoretical and methodological aspects

• Isaev A.A.

  A.Ark. Isaev Vladivostok State University of Economics and Service. Russia. Vladivostok.

It is stated that among scientists and specialists there is no single approach to evaluation the competitiveness of educational services. According to the author, one of the main reasons for this situation is the lack of a unified theory of choice of goods in the conditions of market competition. And we are talking about the choice of goods, both at a rational and irrational level. At the same time, many experts underestimate one of the most promising areas of depth psychology – cyborg psychology (psyprogrammistics), the applied direction of which is the theory of choice of goods on the market (purchase decision theory), which unites emotional theory of sales and qualimetry. According to the author, the mechanism for selecting products on the market is carried out by the buyer in seven stages: 1) identifying all the buyer's needs related to the characteristics of both the main product and additional products; 2) the calculation of the indicator of consumer value of the integrated product; 3) calculation of the indicator of consumer attractiveness of the integrated product; 4) the calculation of the indicator of consumer value of this competing integrated product; 5) calculation of the indicator of consumer attractiveness of this competing integrated product; 6) the calculation of the relative attractiveness of the integrated product; 7) the formation of a conclusion about the consumer attractiveness of this integrated product in this market.

Keywords: educational services, evaluation of competitiveness of educational services, cyborg psychology, psyprogrammistics, emotional theory of sales, qualimetry.