Marketing management as a successful factor for an educational institution on the market of educational services

Abstract

The article actualizes the introduction of marketing technology in the management activities of an educational institution, reveals the concepts of «marketing», «marketing in the field of education», «marketing management in education». The features of educational services are considered as the main type of activity of educational institutions, which provide the fulfillment of various types (pedagogical, educational, scientific) activity of pedagogical staff in order to satisfy the needs of individuals and the whole society in obtaining knowledge and information, mastering certain skills and abilities. The introduction of marketing in the management of an educational institution means a philosophy of market relations in the educational system, which ensures the interaction of consumers, producers of educational services and intermediaries in the market and free choice. The result of marketing activities should be the ensuring of profitability through the most effective satisfaction of needs: individuals – in education, educational institutions – in the development and well-being of employees, organizations - in the growth of human resources, society – in the expanded reproduction of intellectual potential.
The author has proved that in modern conditions the marketing approach should become the dominant in the management of the educational institution, which will provide: formation of a positive image of the educational institution, creation of the marketing environment of the educational institution, study of market demand for educational services and forecasting of market conjuncture, differentiation to educational services due to the current state of development of society and their promotion in the market, etc. The orientation of the institution on marketing management impacts for increasing the level of competitiveness of the educational institution.