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Purpose The export of Russian educational services worldwide was not considered by the Russian Government as a full-fledged economic sector until recently. However, the situation has changed since the early 2000s, when in 2002, the Russian Government approved the national strategy for higher education promotion abroad and since then has been actively working on development of incentives and measures to support Russian universities to better market themselves in a global competitive market place of higher education. The paper aims to discuss these issues. Design/methodology/approach In this paper, the authors use a systematic approach to analyze different instruments for promoting higher education services abroad, consider the current state of this issue in Russia and look at what difficulties may arise at various levels when the state attempts to implement its strategy. Findings They are formulated as a set of marketing activities at different levels (national, regional and institutional), allowing a more advantage positioning of Russian universities in the global environment. Practical implications This paper focuses on the development of a marketing strategy for universities in a dynamic setting. The urgency of the problem is determined by the fact that today universities have to deal with a number of challenges: the reduced funding; increased competition at the regional, national and global markets; the growth of the importance of international and national rankings; and demographic and social challenges. Effective positioning in the global market place can be viewed as a source of new opportunities, as well as a challenge, not easy to master in some cases. Originality/value The paper scrutinizes strategies for the promotion of Russian universities to increase effectiveness of their positioning and create for them comfortable conditions for development in the world markets of educational services. The topic of marketing of educational services worldwide for a post-Soviet country is not an issue commonly addressed in the literature today.

Purpose – The purpose of this paper is to analyze the impact of demographic, social, economic and international aspects on the market of university services in Russia. It also reminds readers briefly of the evolution of the Russian higher education system during the last 20 years and considers some consequences of the current public policy and reforms in this sector. Design/methodology/approach – The paper provides a qualitative analysis of the marketing environment of Russian universities. Findings – The results show that it is urgent for Russian universities to think and innovate about their marketing strategies to better position themselves in the educational market that has greatly changed throughout the transition period. International competition, demographic decrease, change in age structure and consumer behavior and preferences are those trends that create new challenges. Research limitations/implications – Public policy in higher education needs to be improved also to enable better equity across territory and different universities. Practical implications – After a drastic drop in the public funding during the 1990s (from 9.6 percent of GDP in 1986 to 3.5 percent in 1990), the higher education sector in Russia is still “struggling for survival.” In spite of the increase in funding in the year 2000, public support is distributed unequally across universities, 40 universities being distinguished among more than 1,100 other existing institutions. For those institutions that are not supported by the State, an efficient marketing strategy helps to keep the pace and continue to exist and offer educational programs. In order to ensure a wide access to higher education throughout the whole territory and to let some institutions to continue to work, it is urgent to rethink and reinforce marketing research in education. Originality/value – The paper is an original study of the market for higher education services in Russia.

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