������������� ������������ ���������������� ��������������� �����������: ���������� � ������

Abstract

The article presents the results of a sociological survey, the purpose of which is to determine the place and role of marketing in the management of
 professional educational organizations. Based on interviews with heads of organizations and documentary sources, it describes the organizational
 form and governance structure of marketing activities, analyzed trends and results of marketing institutions. Researchers note that the majority of professional
 educational organizations use elements of marketing in their activities in varying degrees. However the policy of sales of educational services
 dominates over marketing policy of activity of the professional educational organizations. The article examines the goal-setting of managers and the
 market orientation of professional educational organizations. The authors conclude that marketing is seen only as one of the areas of work, but doesn´t
 act as way of management of establishment of secondary professional education.