MARKETING OF A HIGHER EDUCATION INSTITUTION ANALYSIS

Abstract

Currently, higher education institutions must meet the needs of different actors in the provision of academic services related to the education granting. The methodology for ensuring this correspondence is marketing. By conducting the survey, the main problem areas in the implementation of strategically important tasks in higher education institutions of Ukraine are identified. The desk research and content analysis of scientific papers devoted to the marketing activities of foreign universities was conducted. The tools of marketing and its content in universities are investigated. Gained further development of marketing theory in terms of forming a marketing concept for a higher education institution. An illustrative example of the use of the methodology of structured marketing planning in higher education institutions has been substantiated and described. Such a structure can be used to support the development of strategic program capabilities, such as support for new specialties, departments and higher education institutions of Ukraine, as well as for creating new academic opportunities for research support and quality education granting.