Marketing of Ukrainian higher educational institutions representation based on modeling of webometrics ranking

Sergiy Kvitka1, Galina Starushenko1, Viktor Koval2, Hanna Deforzh3, Olha Prokopenko4,5
1. Ignacy Łukasiewicz Rzeszów University of Technology (Poland)
2. Odessa Institute of Trade and Economics of Kyiv National University of Trade and Economics (Ukraine)
3. Volodymyr Vynnychenko Central Ukrainian State Pedagogical University in Kropyvnytskyi (Ukraine)
4. Tallinn University of Technology (Estonia)
5. Collegium Mazovia Innovative University in Siedlce (Poland)
60 - 72
Cite as:
Kvitka, S., Starushenko, G., Koval, V., Deforzh, H., & Prokopenko, O. (2019). Marketing of Ukrainian higher educational institutions representation based on modeling of Webometrics Ranking. Marketing and Management of Innovations, 3, 60-72.


The objective of the article is constructing of the two-factor model on the basis of the statistical material of the Webometric Rating of Universities, which analytically describes the status of Ukrainian higher educational institutions in terms of Webometrics indicators, provides an opportunity for its quantitative and qualitative analysis and forecasting of development trends of market educational services and marketing research in this area. The statistical analysis of the data of the Webometric Rating of Universities was conducted using the professional statistical information processing program STATGRAPHICS Centurion XV.I. Analytical relations are obtained using the Pade approximation technique. Mathematical editor Maple has been used to visualize the results of research and illustrate a qualitative picture of the rating of Ukrainian universities in the Internet space using the Webometric Indicators system. A two-factor model of the state and forecast of academic representation of Ukrainian universities according to Webometric rating is constructed. Using the proposed model, an analytical expression is obtained that allows for quantitative and qualitative assessments of the world ranking of higher educational institutions of Ukraine in the Web-indicators system Webometrix in order to increase their academic presence on the Internet, to strengthen the international authority and raise the national science school as a whole for a qualitatively new degree of development. The scientific novelty of the work is in the inclusion in the model of the time factor, the availability of which makes it possible, firstly, to extend the statistical material used in time and, secondly, to predict the trends and prospects of presentation in the Internet space of Ukrainian universities as advanced research centers. The main results of the work can be useful as a methodological material during the educational process in higher educational institutions, in the training and improvement of the skills of management personnel, in developing programs for reforming the educational process in higher education in order to bring it closer to European requirements and achieve the level of the best world universities. The presented methodology and data analysis algorithm can be generalized to evaluate rating systems of other nature: when evaluating students' educational and community work, financial analysis, in particular, to assess the probability of default of non-lending organizations, to determine the reliability of commercial banks, to conduct sociological tests, and surveys, medical and biological research and other areas of public administration.

higher educational institution, university, Webometric rating, Pade approximation, two-factor model

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