Keyword: «educational services market»

The article discusses the theoretical and methodological aspects of business development, perceptual ambiguity of the term, the dependence of the development of small business in Russia on the state of the education market and the labor force.

Russian higher school in recent years is undergoing a major modernization changes aimed at qualitative growth of competitiveness of universities. At the same time, the real strategy of development of higher ed-ucation in Russia has been reduced to discrediting and oppression of private educational institutions and a significant reduction in the number of state universities, which is contrary to the concept of human capital designed to ensure the sustainable development of our country. In such conditions of modern educational institution must be clearly positioned in the field of marketing opportunities, focusing on a realistic assess-ment of their competitiveness in the competence of graduates in the labour market.

System modernization of the system of national education in Russia is accompanied by fundamental changes in the structure of financing the activities of educational institutions of higher and additional pro-fessional education: the shortage of budgetary sources of funding the universities should intensify the search and implementation of extra-budgetary funding for its activities primarily include the provision of paid services at the regional and national educational market. However, only innovative formats of commu-nication allow to put into practice the principles of low budget, AK-centerwest, passerovannoy, differentiat-ed communications to influence the client in different phases of the purchase process and consumption of educational services as well as effective quantitative marketing control. The use of the entire spectrum of modern communication tools-tov and methods of digital-direction requires a serious modernization of the system of theoretical ideas and methodological foundations of designing, implementing and monitoring the effectiveness of the marketing complex of modern universities.