THE FINANCIAL COMPONENT OF THE COMMUNICATION MANAGEMENT STRATEGY IN HIGHER EDUCATION INSTITUTIONS Abstract. The article defines the role of the financial component of the communication management strategy in HEIs based on the construction of the algorithm for optimizing the distribution of costs for communication processes and the construction of the financial mechanism

Kryvytska O. Doctor of Economics, Assistant Professor, National University of Ostroh Academy, Ukraine; e-mail: olha.kryvytska@oa.edu.ua; ORCID ID: 0000-0002-0844-3362 Doroshenko H. Doctor of Economics, Professor, V. N. Karazin Kharkiv National University, Ukraine; e-mail: anyadoroshenkonew@gmail.com; ORCID ID: 0000-0002-5535-8494 Babych D. Doctor of Economics, Professor, V. N. Karazin Kharkiv National University, Ukraine e-mail: S.N.Babych@gmail.com; ORCID ID: 0000-0002-0709-8333 Krykun O. Ph. D. in Economics, Associate Professor, V. N. Karazin Kharkiv National University, Ukraine; e-mail: krikun@karazin.ua; ORCID ID: 0000-0002-0330-5710 Kovalchuk V. Senior lecturer, National University of Ostroh Academy, Ukraine, e-mail: vitalii.kovalchuk@oa.edu.ua; ORCID ID: 0000-0001-6041-6217

Introduction. The integration of Ukraine into the world and European community requires new approaches to educational processes and forms and methods of their management. Today, in the face of fierce competition in the higher education market, effective communication management is becoming increasingly important. That is, the development and implementation of a communication management strategy in HEIs in Ukraine is becoming more and more significant. It should take into account the interests of all participants in the higher education market and contribute to the knowledge of the laws and phenomena of the material world for socio-economic development and their use for the needs of society.
However, despite the significant contribution of these authors, the questions of the financial strategy for managing communications in HEIs which is one of the main elements of management and an effective tool for motivating communication processes in the field of higher education remain open.
The purpose of the study is to determine the role of the financial component of the communication management strategy in HEIs based on the construction of an algorithm for optimizing the distribution of costs for communication processes and building a financial mechanism for communication management.
Research outcomes. In modern conditions, the development of HEIs should be based on the application of the strategic management principles, the implementation of which, under certain conditions and efforts made, will enable them to withstand the competition for access to economic resources and minimize the risks associated with the negative impact of both internal and external environment.
The internal environment of HEIs, being a reflection of its strategic potential, is formed under the influence of various factors: the chosen strategy, peculiarities of management technology, market environment, size of the organization, knowledge and experience of management, etc. [11].
For HEIs, the external environment is government agencies, the macroeconomic environment, educational services market, competitors (other HEIs), consumers, public organizations [12].
It is difficult to overestimate the role of communication for the strategic management of HEIs. It is of great importance for each of the educational activities of the institution. That is, highquality communication management today provides certain opportunities for the institution in the direction of improving the quality of education and the financial condition, motivating scientific and pedagogical staff, improving the image of the institution, developing innovative activities, and the like.
In a general sense, communication is a process of two-way exchange of ideas and information that leads to mutual understanding. In the process of communication, information is transferred from one subject to another. Subjects can be individuals, groups, or even organizations.
Typically, communication as a process of information exchange between people (or organizations) has three aspects that have a significant impact on management: -communication as a process that covers all the levels in the socio-economic system and affects its structure; -communication, as the interaction of the leader with subordinates or a group of subordinates; -communication, as a specific function of management, which aims at transmitting and exchanging information in society and has a significant impact on it.
Communication processes in HEIs have a number of specific features due to the fact that a large number of people and groups of people with different levels of education, level of intelligence, age, upbringing and interests take part in the communication process. That is, effective communication management of HEIs requires from the management of institutions to develop a management strategy that would satisfy the interests of all groups of communication process participants. The communication management strategy in HEIs should be developed for the long term taking into account the conditions of the changing external environment, and have the goal to continuously transmit information to employers, applicants, their parents, and the whole society in order to make the services of institutions attractive to the target audience and have feedback which would allow monitoring the quality of communication processes and have an economic effect from their implementation (Fig. 1). The main types of HEIs' communication activities to attract potential applicants include advertising, media, career guidance, Internet, distribution of free booklets, other communication activities.
Nowadays, the issues of using various types of communications directly in the provision of educational services are of great relevance. HEIs use the Moodle system; digital repositories; Zoom, Teams, and WebEx systems; Internet; mobile applications Viber, WhatsApp, Telegram, etc. All this allows developing communication processes in HEIs and contributes to the involvement of scientific and pedagogical staff and students in interactive teaching methods and the development of digital technologies.
One of the main components of the communication management strategy in HEIs is finance. That is, the number of students, the quality of education, and the overall economic efficiency of HEIs depend on the communication management strategy budget. That is, high-quality and wellgrounded cost management for communication processes in HEIs will make it possible to formulate proposals for improving the activities HEIs, in particular, commodity, price, educational, innovative and other activities.
Determining the budget for communications is one of the most difficult tasks for university management. In general, there are four main methods of drawing up such a budget [13]: 1. The method of goals and objectives; 2. The method of assessing opportunities (allocation of a specific amount of funds); 3. The method of interest on sales; 4. The method of competitive parity. In general, the budget for the communication costs of HEIs can be calculated as follows: , where -the share of costs for communications of the i-th HEI from the volume of educational services; Q i -the volume of providing educational services of the i-th HEI, UAH; , -the market share of higher education of the i-th HEI and the k-th competitors; -competitors' communication costs. In general, the level of communication management efficiency in HEIs can be expressed as: , (2) where -the HEI's popularity level; C c -communication costs. Or: , where P g -the HEI's gross profit from the provision of educational services. It is proposed to optimize the costs of managing communications in HEIs based on the application of the classical method of mathematical nonlinear programming problems optimization [14; 15].
Lets us build an algorithm for optimizing the costs of communication management in HEIs. We assume that: X 1 , …, X 4 -corresponding costs for communication types, UAH (Table);  Advertising 20-50 X 3 Internet 30-40 X 4 Other communication activities 30-50 Further, the following function, which can be considered a synergistic effect from the use of all the HEI's communication types can be compiled: , Next, let us determine the increase in the level of the HEI's income separately for each type of communications.
1. D 1 -income received from career guidance work: (8) When applying this method, the main limitation in this system is the budget allocated by the HEI for communications. -: 1 + 2 + 3 + 4 = .
That is, as can be seen from the above expression, the total cost of each separate type of communications must be a predetermined budget. In addition, it must be borne in mind that costs cannot be negative, so the cost indicators must be greater than or equal to zero. According to the problem posed, the objective function with constraints is as follows: (10) Let us solve the problem using the method of Lagrange multipliers. The Lagrange function will look like this: Thus, the proposed algorithm for optimizing the costs of communication management at HEIs is easy to use and helps to determine the synergistic effect of using all types of communications at a HEI.
The financial component of the communication management strategy at HEIs is one of its main elements, which will increase the level of competitiveness and the quality of education and make it possible to constantly increase its scientific and technical potential. In this regard, there is an urgent need to build a financial mechanism for managing communications in HEIs (Fig. 2).  The financial mechanism of communication management in HEIs is a system of measures aimed at achieving a certain level of communication processes management while maintaining a certain level of financial stability and independence. Such a system of measures requires constant monitoring of all the financial strategy areas of the institution. At the same time, the financial mechanism for managing communications in HEIs involves the search, attraction and effective use of financial resources based on modern principles and methods of financial management and the forms of their influence on the development of HEIs.
Conclusions. As a result of the study, an algorithm has been built for optimizing the costs of communication management at HEIs, which is easy to use and helps to determine the synergistic effect of using all communication types at HEIs.
It has been concluded that the financial component of the communication management strategy in HEIS is one of its main elements, which allows constant increasing the level of HEIs' competitiveness as well as the quality of education and their scientific and technical potential. A financial mechanism for managing communications in HEIs has been built, which is considered a system of measures aimed at achieving a certain level of communication management while maintaining a certain level of financial indicators.