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COMPETITIVENESS ASPECTS OF PROFESSIONAL EDUCATIONAL PRODUCTS IN LATVIA LABOUR MARKET

Автор Доклада: 
I. Kulberga
Награда: 
COMPETITIVENESS ASPECTS OF PROFESSIONAL EDUCATIONAL PRODUCTS IN LATVIA LABOUR MARKET

UDC 33 331.104

COMPETITIVENESS ASPECTS OF PROFESSIONAL EDUCATIONAL PRODUCTS IN LATVIA LABOUR MARKET

Inta Kulberga, Mg.commerce, doctoral candidate
Riga Teacher Training and Educational Management Academy 

Labour market is interesting and delicate; however, it is a quite complicated reflection of the socially economic coherence. Labour market and its balance guarantee is one of the modern economic problems. In future the significance of labour market can only increase, for the economic growth in general is essentially determined by the development in the labour relationship area. So today the main thing is not just “education” as a process, but the education product is important as a result which complies with the labour market development requirements.

The aim of the paper: characterize the correlation between professional education product and the labour market.
Key words: business environment, competitiveness, education marketing, professional education product, labour market.

Рынок труда интересен и деликатен, но и отражает довольно сложные социально-экономические отношения - рынок труда и его баланс является одним из экономических проблем сегодняшнего дня. А также с течением времени изменилась и до сих пор изменяется содержание образования, образовательных учреждений и ихьние штатные структуры, статус и механизм финансирования. Сегодня главное не только образование как процесс, но важное значение имеет продукт образования, как результат - соответствующий требованиям рынка труда.
Цель статьи ?Аспекты конкурентоспособности продукта профессионального образования на Латвийском рынке труда?: характеризовать и анализировать отношения между продуктом профессионального образования и рынком труда в Латвии.
Методы исследования: анализ теории, наблюдение и анализ ситуации.
Главные результаты: изменение структуры и условий на рынке труда создали дополнительные требования и для людей, в профессиональной и личной сфере, и для бизнеса в целом. Профессиональное высшее образование является одним из основных факторов профессиональной компетенции специалиста новой бизнес эпохи - образование это процесс, который направлен на укрепление потенциала профессионализма нового специалиста и его личного развития.
Ключевые слова: бизнес-среда, конкурентоспособность, маркетинг образования, продукт профессионального образования, рынок труда

The following questions are asked more and more often: Is it possible to use the business model in education and whether there is a mutual link between the education and business development processes? How to manage the educational services from the marketing point of view? Thus the education system receives requirements:
• guaranteed knowledge and skills for life in a democratic society;
• guaranteed inhabitants’ competitiveness in the market economic conditions developing life-long learning system in the labour market;
• maintained cultural environment that is typical to Latvia in socio-cultural (multinational community) conditions;
• guaranteed increase of the enterprises competitiveness.
Thus the theme of the paper: Competitiveness Aspects of Professional Educational Products in Latvia Labour Market.
The aim of the paper: characterize and analyze the correlation between professional education product and the labour market.
The following tasks have been set in order to achieve the aim of the paper and have to be analysed:
• the professional educational product’s theoretical and practical processes;
• link between the educational service providers and the service receivers;
• education and business correlation and competitiveness.
Research object: the professional education product.
Research subject: correlation between the professional education product and the labour market.
Research methods: theoretical (analysis of literature sources) and empirical (observation and situational analysis).
Research sources: fundamentally scientific studies, comprehensive and specialized literature, the statistics date of Latvia state, periodicals.
Research Results:
The business environment is dynamic in economically developed market conditions and every of its participants have to be able to: adapt the changes, foresee the changes, and act faster than the competitors. It is taken into consideration that the demand for low level manual work doers is decreasing in the enterprises and companies, and the demand for employees who are flexible with multiform work skills and who are able to adapt to a changing situation and to change the qualification is increasing.
The company inner organisation is the main organisation conditions and factors which are formed in its management work outcome. Special emphasis factor in inner environment of the organisation is employees (their knowledge, skills, abilities, perception).
Business is connected with research (education and science), that is why the innovative solutions in education system and business have to be formed simultaneously. In order to promote sustainable provision of education system, different marketing management methods of the education product and specialists’ attraction possibilities have to be used, which also promote the development necessity of the current employees’ competitive advantages.
The most popular marketing forms of education product are the relationship marketing and benchmarking (by M.Christoper, D.Ballantyne, A.Payne, 1991; L.Drysdale, 2000; Ph.Kotler, F.A.Karen Fox, 2002; R.Garleja, 2005, etc.).
From the Entrepreneurship standpoint - relationship marketing is “promotional and selling activities aimed at developing and managing trusting and long-term relationships with larger customers. Customer profile, buying patterns, and history of contacts is maintained in a sales database, and a service representative (also called account executive) is assigned to one or more major customers to fulfil their needs and maintain the relationship” (Relationship marketing …, 2011). But benchmarking – “measurement of the quality of a firm's policies, products, programs, strategies, etc., and their comparison with standard measurements, or similar measurements of the best-in-class firms. The objectives of this exercise are (1) to determine what and where improvements are called for, (2) how other firms achieve their high performance levels, and (3) use this information to improve the firm's performance”(Benchmarking …, 2011).
Integrating the education marketing elements (clients, product, quality) into the education environmental processes, the main emphasis is put on the offer of common values and understanding of the clients’ desires and needs, for the new specialist has to be confident about the fact that the obtained education will guarantee such a professional competence, which is competitive in labour market.
The author of paper thinks that in Latvia the competitiveness success of the education product can be guaranteed when using the basic form of the relationship marketing, where the maintenance of the loyal clients, products’ development and regular measurements of the quality and assessment are promoted.
One of the ways to improve such education is a cooperation formation with the social partners – employees and employers’ organisations. The cooperation with the social partners allows finding out and structuring the necessary skills and abilities in various state manufacturing sectors.
Innovative solutions in education system, e.g., life-long learning concept, make a united, continuous, long-term, periodically reoccurring study process, in which the traditional education, further-education, qualification development and requalification are united according to the individual’s possibilities, abilities and will, and it happens in different ways, for education service product is simultaneously both a mental value – commercial product in the import and export market; and development resource of human potential’s competitiveness.
Latvia can be made the cooperation (cluster) between the existing companies and educational institutions. The clusters’ development depends on the environment which contains a lot of various factors, including the education quality, workforce qualification, local market competition and also the governmental support programmes. Human factor is particularly important, which has to be linked with the professional reorientation abilities and skills appropriate for the conditions of changes.
Education is the stimulator of an individual’s values development. Professional education is the result where the individual obtains special knowledge not only in economics, business, engineering technical sciences, but also in linguistics and other sciences. The study process is particularly important to the people who join the higher education acquisition with the professional work (according to С.И.Сотникова, 2001).
In work environment within the human needs between the company employer and employees’ correlation there has to be duty, attitude and professional competence, which promotes the formation of business understanding, orientation towards the result and other factors. Nevertheless, in order to form professional orientation, also in the social environment, it is important to observe the freedom to choose the professions; complex approach, principles of systematisation and continuity, which are related to work of sustainable education development due to the correlation between the social and education environment (Picture No 1).
Competence is one of the employees’ professionalism indexes in a special area in which the corresponding education confirming the professional qualification has been acquired (where the term qualification can be explained as the professionalism level and compliance with the job), but due to the correlation between professional education, work and social environment the understanding of the student’s knowledge needs is formed, where the main knowledge directions of professional competence formation are: comprehensive; special; integrative; socio-culture, foreign languages, etc. knowledge.

Model of professional competence formation in an educational establishment and labour marketWhen relating competence to a particular subject, one can conclude that it is connected with an activity in order to achieve personally significant goals with a corresponding work quality, which tells us a lot about every person’s individual potential (by R.Arnold, 1997; R.Bader, 1990; A.Bruck, 2002; L.Hall, 1991; T.R.Henschel, 2001; A.Kuz?ecova, 2003; K.Oganisjama, 2005; I.Ti??a, 2005; etc.). In the educating process along the personality’s development, the common level of competence rises: 

- readiness for self-assessment, self-development, self-experience;
- cognitive work, ability to be flexible;
- individual abilities develop, the emotional intelligence settles, analytical ability to judge appears, a logic way of thinking;
- stamina, willpower and purposefulness become stronger.
However, there are already some characteristics of professional competence in the specialists employed in business, which have developed along the personality’s growth, but another part of the characteristics can be developed working professionally (M.?rmstrongs, 2008; R.Helers, 2004; С.И.Сотникова, 2001, etc.).
The professional education study process is influenced by the mutual relationships between the students and the readers, where the specialist’s professional competence is being formed (Picture No 2). In Latvia the market of the education product has not been studied a lot, no appropriate methods and assessment criteria have been worked out for this market specifics, because the consumer of the education product is studying and every consumer has his or her own, a different consumption readiness.

Influential education management environmental factors of specialists professional competence formation

The education product can compete in the labour market successfully only then, when its competitiveness can be provided with the modern demands complying with appropriate innovations implementation, that include in itself both new products and processes or also important improvements of the existing technological products or processes both in education system and business, that is connected both with the scientific and technological, organisational, financial and commercial work. For example, in order to form and develop a business system based on some knowledge, it is necessary to guarantee a high quality in all corresponding segment manufacturing steps and processes that can promote a high efficiency level in the whole business in general. It can be achieved by such an education product (experts) involvement into the labour market who “not only comply with a particularly topical branch, but also would be able to acquire and improve the scientific and technical ideas that have appeared somewhere else in the world, thus predicting and improving the future technique”(Deni??, 2005, p. 59).
Summarizing the cognitions of the management, business and marketing specifics researchers (R.Arnold, A.Bruck, L.Hall, Ph.Kotler, A.Kuz?ecova, K.Oganisjama, D.Torington, etc.) the author of the Paper mentions the content directions of business competence as the main items of the professional competence model for the business specialist of changes: knowledge, skills, attitudes and readiness, which are formed during the education process, and qualities of professional legal capacity, combining the features of social, personal and professional competences.
Conclusions:
1) Education is a service which value is implemented in the mental value form capitalizing in the long-term scientific, technological, and informative, organization, socio-culture, etc. directions.
2) Education is a purposefully organized personality’s development communication; the process of learning, teaching, upbringing, self-education, experience adaptation and socialization.
3) An education product is a set of academic, professional and special knowledge and skills obtained during the education process which describes the competence and qualification of the corresponding level of education. Any outcome of a mental activity is a product.
4) The product of professional education in labour market is demanded, assessing the competence as the index of needs’ satisfaction.
5) The business specialist’s main abilities are the organizer’s abilities, analytical and critical thinking abilities, communication and cooperation abilities, ability to make important decisions under time and information pressure.
6) The desired personality qualities are: desire to work creatively, not to be afraid and be able to overcome misfortunes, ability to predict the development procedure of a situation; ability to adapt to the changeable conditions of the surrounding environment; skills to plan and solve problems; abilities to understand the company goals; specific, technical skills.
7) Business competence has to be considered as the main quality factor of the business specialist in changes, where during this development the employees’ business abilities improve, and business understanding, the ability to access and use the advantages of business, to see the potential of the company and look for possibilities permanently, as well as guarantee its practical work.

References:

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