THE INTERNAL COMPONENT OF THE CONCEPT OF DEVELOPMENT OF SPHERE OF SERVICES OF HIGHER PROFESSIONAL EDUCATION

The article discusses the management of the internal component of the marketing of higher education institutions. The factors preventing the transformation of innovative potential of personnel of the University in the field of actual practice. It is proved that organizational programming activities of the system should include a description of the functionality of the University and the development of basic HR regulations in the framework of a complete model of the business processes. On this basis, in the framework of problem-oriented analysis has shown that the production of regular management of the internal competences of the University based on a clear marking of the structure and content of the business processes. The proposed control system development of internal competencies of the University. Presents changes in the social environment of the University in the implementation management system development of internal competencies. Noted that the special role internal marketing plays in organizational culture of the University. Shows the effect of type of management of individual and corporate values of the University. The methodical approach to the implementation of integrated technologies internal marketing, which is implemented at the logical schema recommended in the research activities.