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2 . 2022

IMPLEMENTATION OF THE CONCEPT OF AN ENTREPRENEURIAL UNIVERSITY IN CONTINUING MEDICAL EDUCATION

Abstract

The article describes the Russian industry problems of the transformation of the continuous medical education and the price competition associated with it, which leads to changes of the structure of the demand and decrease in the quality of educational programs on the market. The role of universities not only as developers of educational programs and providers of educational services, but also as a guarantor of quality medical education is considered. The opportunities of practical implementation of the concept of an entrepreneurial university in continuing medical education are discussed. The authors propose strategies that allow medical universities to maintain a qualitatively high level of educational services for medical professionals, while achieving the financial results of the university.

Aims and objectives. To analyze the market of continuing medical education, to evaluate the opportunities of implementing the concept of an entrepreneurial university in the environment, to develop strategies to increase the competitiveness of university continuing medical education.

Material and methods. In the study, methods of system analysis, document analysis, observation, and in-depth interview were used. The analysis of normative legal acts, data of the unified medical portal is carried out https://edu.rosminzdrav.ru. The main stakeholders of the continuous medical education market are described. The analysis and segmentation of the target audience were carried out on the basis of internal statistics of students of the faculty, as well as in-depth interviews.

Results. Typical strategies of educational service providers and the possibilities of their improvement in the context of reference marketing strategies are considered. A product offer matrix is proposed, which allows to justify the cost of services and expands the boundaries of development. It is shown what role «entrepreneurial universities» can play in the development and improvement of medical education. The role of the university and its main difference from commercial structures is to work with all audience in order to subsequently influence the structure of demand and the formation of commitment among medical professionals to high quality educational programs.

Conclusion. The effectiveness of the implemented changes depends not only on the consciousness and responsibility of all participants in the process, but also on the timeliness of feedback, as well as rapid response to new challenges of our time. Maintaining high quality standards of education requires a strategy of sustainable growth, the strategy of an entrepreneurial university is relevant for additional medical university education.

Keywords:entrepreneurial university; continuous medical education; university 3.0; strategy; university management

Funding. The study had no sponsor support.

Conflict of interest. The authors declare no conflict of interest.

For citation: Zuenkova Yu.A., Kicha D.I. Implementation of the concept of an entrepreneurial university in continuing medical education. Meditsinskoe obrazovanie i professional’noe razvitie [Medical Education and Professional Development]. 2022; 13 (2): 81–8. DOI: https://doi.org/10.33029/2220-8453-2022-13-2-81-88 (in Russian)

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CHIEF EDITOR
CHIEF EDITOR
Balkizov Zalim Zamirovich
Secretary General of the Russian Society of Medical Education Specialists, Director of the Institute of Training of Medical Education Specialists of the Russian Medical Academy of Continuing Professional Education, 125993, Moscow, Russian Federation, Professor of the Department of Vocational Education and Educational Technologies of the N.I. Pirogov RNIMU of the MOH of Russia, CEO of GEOTAR-Med, Advisor President of the National Medical Chamber, Moscow, Russian Federation

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