MARKETING ANALYSIS OF THE MARKET CONDITIONS OF HIGHER EDUCATION IN UKRAINE

Abstract

Urgency of the research. Marketing analysis of the market conditions of higher education in Ukraine is actual, because today the concept of knowledge-based economy is becoming crucial and its development directly depends on the state of science and the state of the market conditions of higher education. Target setting. It is necessary to conduct the marketing analysis to substantiate the key factors of influence on the higher education market in Ukraine and to identify the main strategic guidelines of its development. Actual scientific researches and issues analysis. In the scientific papers of such scholars as D. Dill, V. Meek, A. Garcia-Aracil and R. van der Velden etc. the theoretical and applied aspects of the educational services market development in the field of higher education have been studied, taking into account modern realities. Uninvestigated parts of general matters defining. Researchers have not yet sufficiently worked out the problems of formalization and integrated assessment of the impact of the national economy development indicators and the market conditions of higher education in Ukraine in order to model the demand for education services. The research objective. It is necessary to study the current state of the education services market in the field of higher education and to develop strategic guidelines of its development. The statement of basic materials. Factor analysis of the market conditions of higher education in Ukraine has been conducted. It is proved that the key factors that influence the demand for higher education are demographic and social ones, as well as price factor and population welfare. The economic and mathematical model was constructed and the coefficients of demand elasticity for higher education services were obtained by the indicated factors. Conclusions. In order to encourage the demand for higher education services in Ukraine on a long-term horizon, the state authorities should ensure the natural population increase, reduce unemployment by creating new jobs, implement anti-inflationary policies and increase the population welfare.