| Annotation: | Methods. The research results were obtained through a combination of general scientific methods and specific methods of scientific cognition: the method of scientific abstraction and comparative analysis – to clarify the essential features of interaction marketing in the context of the systemic transformation of the educational services market; the systems approach – when studying the problem of the functioning of professional pre-higher education institutions as potential subjects of a unified university cluster; the method of multi-criteria analysis – to calculate the coefficients of profile compliance of educational programmes, pedagogical workload, specific infrastructural provision and the integral assessment of the implementation of interaction marketing. Results. The necessity of a paradigmatic transition from transactional career guidance tools to a relational model of managing partnership networks in the educational services market has been substantiated. Based on the analysis of ten pre-higher education institutions in the city of Dnipro, eight of them with high and medium potential for cluster integration have been identified. It has been proven that the implementation of the concept of interaction marketing ensures the emergence of synergistic effects of the second and third orders. Novelty. The study focuses on the topical problems of using interaction marketing as a tool for building unified clusters of educational institutions; the conceptualisation of synergistic effects (economic, infrastructural, personnel and relational) in the integration of pre-higher education institutions into the higher education system has been further developed, and a mathematised toolkit for assessing the compatibility criteria of educational subjects has been substantiated. Practical value. The obtained results and the developed phased strategic matrix can serve as a practical basis for the management of higher and professional pre-higher education institutions, when designing educational clusters, developing continuous learning trajectories and building partnership networks with regional employers. |
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