Keyword: «education services»

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.

The paper actualizes the role of marketing and marketing research in the sphere of educational services. The authors present the basic results of the market research on the demand of additional study of foreign languages, supporting the need for such “measurements” of students’ relations to the regular services.