Abstract
The relevance of the research is determined by the challenges of modern society, the needs for highly qualified specialists trained by the higher education system, and the lag in the level of organization of educational management and marketing in higher education from the requirements of innovative processes in the field of higher education. This article examines the works that formed the theoretical and methodological basis of this study, defines the essence of the concepts of «educational management» and «educational marketing», «principles of innovative education», «innovative educational management», «innovative educational marketing», defines the objectives and expected results of the study.
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