Evaluating the effectiveness of the university as intellectual and creative organization

Abstract

The purpose of the study is to describe the existing methods and criteria for evaluating effectiveness used in higher education institutions, to consider the contradictions that arise in the university environment in the interaction of the management staff with researchers, teaching staff, to present approaches and principles to assess the effectiveness of the university, taking into account its specificities as an intellectual and creative organization. Design/Methodology/Approach: The article presents approaches to the problem of evaluating the effectiveness of the university. The authors’ conclusions are based on a descriptive-analytical, semantic, and comparative analysis of existing assessment tools and the opinions of representatives of the university community about their use. Findings: The research was based on legislative instruments related to the evaluation of the performance of universities and their employees, forms of evaluating the effectiveness of universities, and discussion of the problems of the effectiveness of universities in specialized groups in social networks. Originality/Value: In order to create conditions within the framework of university training for the development of hard/soft skills of students and their subsequent competitiveness in the labour market, it is necessary to pay attention to some marketing principles formed by the needs of employers, the current level of technology development, the social environment and political and economic realities the marketing complex of the university and its portfolio of research, educational directions, profiles, programs, and curricula must meet the requirements of the labour market, its structure, the needs of employers and forecasts of labour market development for 2–4 years