MARKETING STRATEGIC MANAGEMENT OF HIGHER EDUCATIONAL INSTITUTION

Abstract

In a constantly changeable competitive environment, the issue of continuous improvement in the management of marketing activities is of particular importance. The use of marketing concepts in higher educational institutions indicates that there is a transition from traditional marketing to human factor-oriented marketing, new educational services are being developed to meet the individualized needs of customers, the interests of the university, and society. It is marketing that is the mechanism by which educational institutions respond to environmental influences, adapting their internal capabilities to the requirements of market entities, allows them to fully study the demand for educational services, assess the impact of various factors of the labor market on the results of their activities, develop and implement marketing education system functioning policy.