Orientation on stakeholders' Objectives as a key competence of image formation of the educational institutions of higher education (German experience)

Creating relevant targets activities of marketing model of image formation of the educational organization of higher education is not possible without a systematic approach to understanding the purpose of the key stakeholder organizations that are not only state controls system (one of the stakeholders), but also a number of other, no less important: applicants, students, alumni, members of the business community. In Russia, the opinion of stakeholders in the organization of the learning process is not widely used in the practice of evaluation of educational institutions of higher education, with the exception of the activities implemented in some universities of quality management systems. The article explains the need to reorient the objectives and criteria for measuring the efficiency of the educational institutions of higher education in the target key stakeholder groups. The author has made a comparative analysis of the basic regulations of Russia and Germany in the field of higher education to establish the objectives of the universities and their orientation to target stakeholders. It revealed a possible mechanism for measuring the satisfaction of the stakeholders of the educational activities of the organization on the basis of benchmarking analysis of multi-dimensional ranking higher education programs in Germany. The activities of the state and the public in Germany shows that the estimate legitimate stakeholder groups can be used to assess the activity of educational institutions, the formation of a rational demand for educational services, improve the activities of universities and the formation of objective information field of competitive relations of universities. Focusing on the needs of the stakeholders may not be manifested hypothetical task of universities and law enshrined in the form of goals and objectives of universities imperative to correlate with national interests, the interests of the professional community as well as the specific needs of the individual in their own professional and humanistic formation.