ФАКТОРЫ ТРАНСФОРМАЦИИ ТИПА ПОТРЕБЛЕНИЯ ОБРАЗОВАТЕЛЬНЫХ УСЛУГ В СФЕРЕ ВЫСШЕГО ОБРАЗОВАНИЯ В СОВРЕМЕННОЙ РОССИИ

Abstract

The article briefly describes a set of socio-technological, socio-managerial, socio-economic, socio-psychological factors that have triggered the change of the motives of the modern Russians' consumption behavior on the market of educational services in domestic higher education, such as: integration of advanced information and communication technologies into educational process, the change of conceptual approaches to the organization of the higher education system in favor of practice-oriented learning, the “obsolescence” of the content of educational programs of higher education, the decline of the quality of services offered on the Russian market of education for adults, the mismatch of consumer motives in the minds of the family acting as a collective participant on the market of educational services. The authors also set out their views on the vectors of further development of the market of services in the field of Russian higher education (the displacement of mentoring elements from the educational process in higher education; expanding the range of distance learning services; gamification of marketing strategies for promoting educational services in the youth audience; further integration of digital technologies into the organized educational process).