The use of marketing techniques and tools for the improvement of the institutional components of the Russian higher education space

Abstract. This article discusses a number of problems of higher education, which have a negative impact on the quality of institutions of higher education services. These reasons are grouped in the classification proposed by the author, and are used in both institutional "trap". The author believes that the institutional approach in the study of problems of education is able to give the most complete picture of the situation. The proposed set of measures may have a practical application in higher education institutions in order to maintain their level of competitiveness and improving the quality and prestige of the educational services provided.