PHYSICAL EDUCATION AND SPORT IN THE SYSTEM OF HIGHER EDUCATION IN RUSSIA FROM THE STANDPOINT OF INSTITUTIONAL MARKETING
PHYSICAL EDUCATION AND SPORT IN THE SYSTEM OF HIGHER EDUCATION IN RUSSIA FROM THE STANDPOINT OF INSTITUTIONAL MARKETING

Summary/Abstract: Based on interdisciplinary research, it was analyzed the role of physical culture and sports (PC&S) in the system of higher education. The main issues on which experts of sociology, pedagogy, economics, management and marketing concentrate their attention in the study of PC&S are identified. It was updating such definition as:"Institutional marketing" (IM), "Institute of PC&S in the system of state higher education” from the standpoint of IM. The author's definitions differ from the known definitions in that marketing is the mechanism of interest’s coordination (state, business and population, or the state, business, society and educational institutions) and market actors are interested in the presence of market restrictions in the functioning of the PC&S Institute. The scientific novelty of the research is: 1) Interdisciplinary approach; 2) Clarification of the study categorical apparatus; 3) Application of IM tools to PC&S at University; 4) Identification of the leading role of PC&S in higher education from the position of IM. Conducted expert survey confirmed the presence of six key functions of PC&S: educational-developing, whole applied, sports, recreational, professional-applied and corrective. The importance of the PC&S functions in General and in higher education is estimated by experts approximately equally, but the whole applied and recreational function of PC&S in higher education is of larger value. It is shown that the economic levers, mechanisms of physical shape and health stimulation are in the process of human activity in general and in the process of education in the University are not developed enough and need further research.

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