Peculiarities of Higher Education Establishments Positioning on the Educational Services Market

Abstract

The purpose of the study is to identify the features of the Higher Education Establishments (HEEs) positioning in the educational services market. Research Methodology. In order to effectively achieve the goal of the study, the author used an analytical method, which allowed to analyze and determine the features of the free economic zones positioning in the market of educational services. Scientific Novelty. The peculiarities of a Higher Education Establishments positioning on the market of educational services are revealed, the process of strategy development and conditions of effective positioning of free economic education is considered. Conclusions. Positioning is one of the key strategic decisions made while working in the education market. It ensures consistency and consistency of all operational decisions and actions, which allows forming an unambiguous market perception of the offer of Higher Education Establishments (HEEs). In modern conditions, when Higher Education Establishments are forced to work in market conditions, to compete for applicants, they should use strategies that allow them to be more competitive and efficient. This is the appeal to the use of market strategies, especially positioning strategies. However, positioning is not possible without the use of communication strategy, because in a wide range of educational services, the requirements for communication activities of the Higher Education Establishments are growing. The current situation has significantly affected the quality requirements for the educational process on the part of educational services consumers: the claims of entrants and students to the Higher Education Establishments have increased. Applicants are interested in the rating of Higher Education Establishments among the similar, the high-quality level of higher education. Applicants, as a rule, actively respond to the demand for specialists in the labour market. The greatest demand is for a limited number of priority specialities, the rating of which reflects the social processes in society indicates the prestige of some and the low popularity of other professions. Competition is growing, those who can flexibly respond to the demand for educational services and a high level of satisfaction of the educational needs of the individual survive. In this situation, it is considered necessary to consider the processes of positioning Higher Education Establishments as an element of communication strategy in the market of educational services.