Abstract

The relevance of this article is to study such a social phenomenon as marketing activities of universities. In recent years, Russian universities have become more focused on commercial admission of students. Therefore, for any educational institution to function effectively, it is simply necessary to use new administrative and marketing approaches in management. The purpose of the research is to study the features of the marketing service functioning in higher educational institutions. Research methods: the survey method is used as a research method, which allows effective studying the marketing activities of higher educational institutions. Research results: the article considers the place and status of the marketing service of higher education institutions; the nature of competition in the higher education system; features of using the Internet space by higher education institutions to promote their services in the education market. The novelty and originality of the research lies in the fact that the work of the marketing service in higher educational institutions is considered for the first time. It is revealed that almost all educational institutions use marketing activities in their administrative policies. The personnel shortage of these departments is determined. It is shown that in absolutely all higher educational institutions, the marketing service reports directly to the rector, and this service closely cooperates with all departments of the University. It is determined that the level of participation of employees of the marketing Department in the discussion and decision-making at the University level is not high enough and the management does not always listen to the recommendations and advice of marketing services. Insufficient funding of marketing services was revealed, which is defined as the main problem in their work. It is determined that today there is practically no division of labor by functions in the marketing Department. It is shown that higher educational institutions use advertising in their activities: articles in the media, banners during the work of the admission Committee, advertising in transport, booklets, pocket calendars for schoolchildren, participation in educational exhibitions, holding an open door day and distributing advertising printing. It is shown that the public relations Department does not develop strategic marketing programs. It is revealed that the marketing services of higher educational institutions that perform the functions of marketing activities are quite new and have qualified specialists in their composition. Practical significance: the data Obtained in this work can be used in marketing, marketing psychology, labor psychology, advertising psychology.

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