The article is devoted to the prospects for innovations in marketing of economic educational services in Ukraine. The research of expectations and requirements of employers for competencies of graduates of institutions of higher economic education has been conducted. «Career growth» has been chosen as the main criterion for determining the totality of competencies of graduates significant for employers. The clustering of employers was carried out on the results of the survey of employers and their assessments of the requirements for competencies of graduates of institutions of higher economic education, necessary for «career growth». The following clusters have been identified: «perfectionists», «maximalists» and «minimalists», who have different requirements for competencies of graduates of institutions of higher economic education. The obtained results became the basis for determining the prospects for innovations in marketing of economic educational services, orienting graduates at certain behavioral models in the process of study. This will be the key to their success in the field of professional activity.

Introduction. The market of educational services is characterised by excess of supply over demand. As a result, there is a need for a detailed research of the criteria for choosing a university by consumers. The competition between universities for attracting potential consumers has intensified in the face of declining demand for most types of educational services. Therefore, it is necessary to improve the competitiveness of universities and to ensure the possibility of their survival on the basis of the maximum consideration of school leavers' expectations. The purpose of the article is to define vectors of promotion of economic educational services in Ukraine based on the results of the cluster analysis of consumers who take into account the criteria which determine the choice of higher education institutions. Methods. While processing empirical data, the following methods were used: statistical analysis was used to find structural relationships between the elements of the system; factor analysis was used to compress data, i.e. to reduce a large number of variables (factors) which were used for clustering and cluster analysis made it possible to identify 4 clusters of consumers of economic educational services. To determine the priority of the criteria for choosing a university, we researched the data related to first-year students studying economics at seven universities of Kyiv, Kharkiv, Poltava, Vinnytsia, Lviv, Zaporizhzhia and Odesa during a period of six months in 2017. The total sample was 898 respondents, 587 of whom gave full answers to all the questions posed. Results. The priority criteria which determine the choice of the university were identified as a result of the conducted marketing research of consumers. They are: «positive feedback from friends», «availability of interesting specialty», «university's brand», «high qualification of teaching staff», etc. As a result of the conducted cluster analysis, we identified the following clusters: «assertivists», «realists», «those who are oriented to status», «minimalists-followers». Their basic characteristics are given concerning the criteria for choosing a university. Conclusions. The vectors of promotion of economic educational services have been suggested. They are the formation of positive reputation of the university, expansion of the range of criteria which determine the choice of the university in the following researches, presentation of career growth stereotypes, display of the results of the university's international academic cooperation on website, development of social support programs for students. The use of these vectors will allow universities to form loyalty programs for consumers of economic educational services and improve the competitiveness of higher education institutions.

Employment of graduates of higher educational institutions (HEIs) is an important task worldwide. The main problems of employment are due to the existing discrepancy between the education re-ceived by graduates and the needs of business environment. The modern world should focus on the formation of graduates’ competencies in accordance with the demands of employers, which will pro-vide greater access to practical skills for students throughout the entire period of university studies. The purpose of the article is the differentiation of employers, analysis of their needs for graduates of economic specialties, readiness for partnership with HEIs. A survey of experts among employers and HEI professors allowed us to reveal the advantages of their social and professional partnerships and possible problems hampering the process of forming partnership relations. Discriminant analysis became the basis for classifying employers by the degree of their readiness to cooperate with HEIs. Three groups were employers are singled out: “business-focused”, “optimists” and “flagships”. Analysis of employers, taking into account their readiness to form partnership relations with HEIs, will contrib-ute to improving the quality of training personnel in business structures and HEIs.

Urgency of the research. The quality of the provided educational services determines the competitiveness of the workforce and the state as a whole, therefore, marketing of educational services and innovative approaches to it become of paramount importance, which determines the urgency of the chosen topic of research. Target setting. The number of entrants in Ukraine is decreasing every year. This tendency has a negative impact on the formation of intellectual capital in Ukraine and explains the expediency of the use of innovative marketing technologies by institutions of higher education . Actual scientific researches and issues analysis. The publications of such economists as R. Veerappan, V. Johnson, S. Ilyashenko, N. Kalenska, F. Kotler, I. Mashtakov, A. Oberdhain, K. Fox and others are devoted to the problems of innovations and marketing in education. Uninvestigated parts of general matters defining. The approaches to marketing of educational services based on new technologies which influence on consumers’ choice of higher education institution, should be developed and substantiated. The research objective. The purpose of the paper is to substantiate the list of innovative technologies and types of marketing of economic educational services, taking into account the characteristics of segments of their consumers, based on the study of the opinions of graduates of schools, technical schools and colleges and their attitude to sources of information about institutions of higher education The statement of basic materials. A survey of graduates of schools, technical schools and colleges in various cities of Ukraine was conducted. Segments of potential consumers of economic educational services were selected. The set of innovative technologies and types of marketing for each segment are substantiated taking into account the characteristics of consumers and their attitude to sources of information about institutions of higher education. Conclusions. The scientific novelty of the results is in the developed sequence of stages of substantiation of innovative marketing technologies, which are expedient to be used by institutions of higher education, depending on the characteristics of the segments of consumers.

DL), which has resulted in an unprecedented experiment in the sphere of higher education in Ukraine that requires scientific analysis. The aim of the work was to identify the possible potential directions of DL development in institutions of higher education as a result of marketing research of satisfaction/dissatisfaction of students with DL. The survey method was used in the study. The results of marketing research (an online survey of students) (Kharkiv, 2020, n = 316) allowed the authors to identify the factors of satisfaction and dissatisfaction of students with DL. Students considered the most important factors of satisfaction with DL as follows: development of competencies, self-organization, discipline, self-motivation, responsibility, taking an active position as participants of the educational process, comfort. Students expect that lectures secure improvement of teacher-student communication process; flexibility of educational approaches; use of interactive tools and constant change of activities to maintain the attention, interest, concentration of students on studying process. The latter will maximize students’ involvement in activities during training; improvement of digital competencies. The students` expectations are: flexibility of the DL platforms compared to full-time in-person education; creation of the “map” of the educational process in a distance mode. It is noted that the results of marketing research (the online survey) demonstrated the factors of satisfaction and dissatisfaction of students with DL. This information was considered as the arguments for identifying the possible potential directions of DL development in higher education institutions.