THE APPLICATION OF MARKETING CONCEPTS IN THE MANAGEMENT OF EDUCATIONAL ORGANIZATION

Abstract

The stable improvement of a university’s competitive ability at the modern market is determined not
only by professional training of specialists or internal competence of the institution, but also it directly depends
on the marketing efforts as an important inner source and a promising concept of development. One of
the main factors of competitiveness of a university is the quality of educational services.
The development of market relations, competition aggravation in the market of educational services, a
demographic situation, carrying out the state reforms in the sphere of higher education have impact on a solution
of the problem of ensuring quality of education in higher education institutions. The solution to this
problem is possible with the use of marketing concepts in the management of an educational organization.
Thus, in order to make a higher education institution more competitive, one should in good time start managing
it with the marketing approach.
The authors have conducted the analysis of problems of educational institutions functioning in modern
market conditions, determined the value of a marketing concept in the university management, consisting in
the possibility of improving the quality of educational services as a result of the fullest satisfaction of consumer
requirements.