MARKETING AS A VECTOR OF FORMATION AND DEVELOPMENT OF UNIVERSITY ECOSYSTEM

Abstract

Purpose of article is to substantiate that marketing is a vector of development of ecosystem of higher educational institution against the background of high competition in education and rapidly changing internal and external conditions that critically negatively affect the formation of educational products. Relevance of research is justified by the need to form new approaches to development of higher education based on modern practices reflected in formation of university ecosystems. Task is to identify the essence of marketing activities of universities as undisclosed potential for development of ecosystem of each university in aspect of formation of high degree of competitiveness and customer orientation. Monitoring and comparative analysis of marketing activities of universities in region showed a map of introduction and use of marketing as a vector of development and formation of ecosystem of university and predetermined the development of algorithm for intensifying efforts to increase customer orientation and competitiveness. Approbation of checklist in educational process as a case for students has shown that marketing and communications perform a significant array of marketing functions of higher education and is perceived as integral part of overall professional activity of university.