Keyword: «university competitiveness»

Internal marketing is one of the mechanisms for increasing the competitiveness of universities. Features of the university internal marketing are determined by the peculiarities of the educational service itself. It is proposed to expand the concept of internal marketing to university students who actively participate in all processes of the university's life. The most important component of the university internal marketing is monitoring of students' satisfaction with their staying in the university. An important role in evaluating students' satisfaction with studying in the university is played by assessing the students' social well-being.