Keyword: «marketing of educational services»

The article is devoted to theoretical aspects of the use of marketing activities in institutions of higher education. The author analyzes of education from the standpoint of the marketing mix. The main factors of the external and internal environments affecting the educational institution.

Modern realities of market relations require the introduction and active implementation of marketing principles and mechanisms. Educational services in the field of additional professional education at the present stage is not an exception. In the context of modern educational reforms, educational institutions should offer their services on the basis of marketing principles. The author of this paper conducted an analysis of existing marketing activities in the market of additional professional education, and suggest ways to improve their efficiency in order to increase the competitive market advantages of educational institutions.