MARKETING ASPECTS OF COLLABORATION AND BENCHMARKING IN THE TRIAD "HIGHER EDUCATION-SCIENCE-BUSINESS"

Abstract

The purpose of the scientific work is to identify the specific features of the marketing integration "education-science-business" in the context of the impact on the transformation of higher education. Key factors in the development of business processes today are such components as science, technology and innovation, and economic growth. It is technologies that are based on scientific knowledge and require constant innovative improvement. Therefore, universities have become "producers" of innovative science, and businesses have become creators of new technologies and economic growth. The development of cooperation between universities and business structures consists in the interaction of tools that contribute to the creation of effective institutions for coordination between universities and business structures. The integration of education, science, and business (more often referred to as the "triangle of knowledge") is indeed becoming an integral factor in the success of many enterprises. Integration allows not only to adapt educational programs to market requirements, but also to improve the quality of scientific research, as well as contribute to the economic development of the country and regions. In the context of the integration of these three elements, universities can create conditions for the actualization of educational programs within the educational process, which is also aimed at the commercialization of scientific research (projects and developments based on scientific research), which can be effectively implemented in business practice, and will not only increase university revenues. But they will also contribute to the creation of new jobs. Combining the efforts of educational institutions, scientific laboratories and companies contributes to the formation of innovation clusters, where ideas and technologies are rapidly transformed into real products and services. All this leads to sustainable development through the integration of resources and new knowledge, which allows for a more flexible response to changes in the economy and society, creating sustainable models of interaction between these actors. The use of various analysis methods in this article suggests a systematic approach to studying the situation in higher education. A graphic illustration of the data helps to visually present the results of the study and make them more accessible to perception. Recommendations on the ratio of marketing approaches based on comparative indicators are likely to allow universities to position themselves more effectively in the educational space, coordinating their strategy with the best practices of universities. The implementation of these results in the educational process will help students develop relevant skills and knowledge necessary for successful work in the modern business community.

Keywords: benchmarking, business, innovation, collaboration, marketing, manufacturing sector, technology, university, economics, efficiency

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About the Authors

Narine R. Khachaturyan – Cand. Sci. (Economics), Docent; Associate          Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: narinehachaturyan@mail.ruSPIN РИНЦ 8967-3435. ORCID 0000-0001-6974-7100

Natalia D. Rodionova – Dr. Sci. (Economics), Docent; Professor, Rostov State University of Economics, Rostov-on-Don, Russia. E-mail: ndrodionova@mail.ru. SPIN РИНЦ 1323-2416. ORCID 0000-0002-4980-8356. ResearcherID: AAQ-4030-2021. Scopus Author ID 57192876007

For citation: Khachaturian N.R., Rodionova N.D. Marketing Aspects of Collaboration and Benchmarking in the Triad "Higher Education-Science-Business" // BENEFICIUM. 2025. Vol. 4(57). Pp. 88-97. (In Russ.). DOI: 10.34680/BENEFICIUM.2025.4(57).88-97