COMPETITIVENESS PROBLEMS OF THE MODERN INSTITUTION OF EDUCATIONAL SERVICES

Volodin Viktor Mikhaylovich, Doctor of economic sciences, professor, dean of the faculty of economics and administration, Penza State University, management@pnzgu.ru
Kukhtinova Lyudmila Georgievna, Doctor of economic sciences, professor, sub-department of management, Penza State University, lgk-penza@mail.ru 

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The article considers the problem of human capital reproducibility in conditions of international competition rise, transfer to postindustrial economy development stage, transformation of human capital into the key factor of economic growth. The authors determine the role of social services in the process of human capital formation and development. The article formulates the objectives of human capital competitiveness promotion in the process of its formation and exploitation. The researchers substantiate the necessity of improving human capital innovative activity and prove the creativity to be the primary human capital competitive advantage. The article also considers the role of marketing instruments in promoting human capital competitiveness. 

Russian economy competitiveness, human capital, human capital formation and exploitation, innovative economy, human capital competitiveness, human capital innovative activity, human capital creativity, implementation of marketing tools.