INNOVATIONS IN MARKETING OF ECONOMIC EDUCATIONAL SERVICES

Abstract

Urgency of the research. The quality of the provided educational services determines the competitiveness of the workforce and the state as a whole, therefore, marketing of educational services and innovative approaches to it become of paramount importance, which determines the urgency of the chosen topic of research. Target setting. The number of entrants in Ukraine is decreasing every year. This tendency has a negative impact on the formation of intellectual capital in Ukraine and explains the expediency of the use of innovative marketing technologies by institutions of higher education . Actual scientific researches and issues analysis. The publications of such economists as R. Veerappan, V. Johnson, S. Ilyashenko, N. Kalenska, F. Kotler, I. Mashtakov, A. Oberdhain, K. Fox and others are devoted to the problems of innovations and marketing in education. Uninvestigated parts of general matters defining. The approaches to marketing of educational services based on new technologies which influence on consumers’ choice of higher education institution, should be developed and substantiated. The research objective. The purpose of the paper is to substantiate the list of innovative technologies and types of marketing of economic educational services, taking into account the characteristics of segments of their consumers, based on the study of the opinions of graduates of schools, technical schools and colleges and their attitude to sources of information about institutions of higher education The statement of basic materials. A survey of graduates of schools, technical schools and colleges in various cities of Ukraine was conducted. Segments of potential consumers of economic educational services were selected. The set of innovative technologies and types of marketing for each segment are substantiated taking into account the characteristics of consumers and their attitude to sources of information about institutions of higher education. Conclusions. The scientific novelty of the results is in the developed sequence of stages of substantiation of innovative marketing technologies, which are expedient to be used by institutions of higher education, depending on the characteristics of the segments of consumers.