turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2026-1-1-623-635turan-5253Research ArticleОБРАЗОВАНИЕ И ОБУЧЕНИЕ: МЕТОДОЛОГИЯ, ТЕОРИЯ, ТЕХНОЛОГИЯEDUCATION AND TRAINING: METHODOLOGY, THEORY, TECHNOLOGYОценка потребительского спроса на образовательные программы в сфере креативной экономики на рынке образования Восточно-Казахстанской областиConsumer demand assessment for educational programs in creative economy in education market of the East Kazakhstan regionhttps://orcid.org/0000-0003-0987-2692ВудвордД. Б.WoodwardD. B.

к.г.н., ассоциированный профессор 

г. Усть-Каменогорск 

c.g.s., associate professor 

Ust-Kamenogorsk 

cpdkaznu@gmail.comhttps://orcid.org/0000-0002-6141-0105СарсембаеваГ. Ж.SarsembayevaG. Zh.

PhD, ассоциированный профессор 

г. Усть-Каменогорск 

PhD, associate professor 

Ust-Kamenogorsk 

sgulnar10@mail.ruhttps://orcid.org/0000-0002-2656-6040ТаменоваС. С.TamenovaS. S.

к.э.н., ассоциированный профессор 

г. Алматы 

c.e.s., associate professor 

Almaty 

s.tamenova@turan-edu.kzКазахстанско-Американский свободный университетКазахстанKazakh-American Free UniversityKazakhstanУниверситет «Туран»КазахстанTuran UniversityKazakhstan20262503202601623635Copyright © Вудворд Д.Б., Сарсембаева Г.Ж., Таменова С.С., 20262026Вудворд Д.Б., Сарсембаева Г.Ж., Таменова С.С.Woodward D.B., Sarsembayeva G.Z., Tamenova S.S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/5253

Организация Объединенных Наций признала креативную экономику одним из наиболее быстрорастущих секторов мировой экономики. Данный сектор не только обеспечивает занятость более 30 миллионов человек по всему миру, но и предоставляет больше рабочих мест для молодежи, чем любая другая сфера занятости. Исследование было проведено в рамках пятилетней программы «Creative Spark», финансируемой Британским советом и реализуемой в странах Центральной Азии (Казахстан, Узбекистан, Кыргызстан), Южного Кавказа (Азербайджан, Армения, Грузия) и на Украине. Программа была направлена на укрепление партнерства между университетами и креативными институтами Великобритании и стран-участниц, развитие предпринимательских навыков у молодёжи и повышение уровня владения английским языком. Казахстан придает особое значение развитию креативных индустрий и утвердил «Концепцию развития креативных индустрий на 2021–2025 гг.» [1]. В целях соответствия государственным инициативам и международным тенденциям высшие учебные заведения Казахстана должны предлагать образовательные программы, направленные на подготовку будущих лидеров для креативных индустрий. Первым шагом в данном процессе является определение текущей ситуации и спроса на образовательные программы в сфере креативной экономики. В этом и заключается цель исследования. В качестве методов исследования использованы глубинные интервью с экспертами, а также анкетирование абитуриентов Казахстанско-Американского свободного университета, расположенного в г. Усть-Каменогорске Восточно-Казахстанской области. Результаты исследования показали, что спрос на креативные индустрии еще не полностью сформирован и для популяризации данного сектора требуется активное продвижение. Среди рекомендаций для высших учебных заведений Казахстана предлагается развитие программ двойных дипломов совместно с университетами США и Великобритании по направлениям веб-дизайн, бренд-менеджмент и реклама.

The United Nations recognized creative economy as one of the fastest growing sectors. The sector not only employs 30 million people worldwide, but also provides more jobs for young people than any other area of employment. The study was conducted within the 5-year “Creative Spark” program funded by the British Council and implemented in the countries of Central Asia (Kazakhstan, Uzbekistan, Kyrgyzstan), South Caucasus (Azerbaijan, Armenia, Georgia) and Ukraine. The program aimed at strengthening partnerships between universities and creative institutions in the UK and participating countries, developing entrepreneurial skills among young people and increasing their English level proficiency. Kazakhstan places a special importance on development of creative industries and approved the “Concept for the Development of Creative Industries for 2021–2025” [1]. In order to keep pace with the government’s initiatives and international trends, higher education institutions in Kazakhstan need to provide educational programmes to prepare future leaders for creative industries. The first step in this process is to identify current situation and demand for educational programmes in creative economy. This is the aim of the study. The methods employed in the study are in-depth interviews with experts and surveying applicants to Kazakh American Free University located in Ust-Kamenogorsk, Eastern Kazakhstan. The results of the study show that the demand for creative industries is not completely formed and strong promotion is needed in order to popularize this sector. Some recommendations for higher education institutions in Kazakhstan include the development of double degree programs with the US and the UK universities in web design, brand management and advertising.

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The authors declare that there are no conflicts of interest present.