The object of research: marketing activities in higher education to remain competitive. Investigated problem: setting up a management system of relations with stakeholders in the educational services market, which can adjust quickly to any market changes. The main scientific results: trends in changes of higher education students in Ukraine in the last 20 years have been researched. Reasons, which supported growth of the number of universities and academies between 1991 and 2009, and their reduction between 2010 and 2019, have been analyzed. Distinctive features of the market creation, which led to the structural disproportions, have been identified. Conclusions made about the possibility of introducing a customer-orientated approach to manage marketing activities in Ukrainian higher educational services market. Considerable differences in concepts of “client” and “consumer” in operations of educational establishments have been analyzed. The area of practical use of the research results: higher education and professional education organizations Technological innovation: blueprint for process implementation of customer-oriented approach was suggested to be adopted by higher educational establishments, developed key basic principles for strategy implementation to achieve competitive advantages of higher educational establishments within the educational services market, given recommendations on setting up an organizational structure for managing marketing activities in higher educational establishments. Scope of application for technological innovation: practical activity in the marketing field and relations with stakeholders of educational organizations.

The object of research: corporate image and enterprise economic security. Investigated problem: methodical approach to mutually agreed management of enterprise’s image and its economic security. The main scientific results: theoretical analysis of the opinions, which are presented in the scientific literature of enterprise economic security functional components and the mechanism of their formation, is carried out. The functional components of economic security related to the internal and external aspects of enterprise are studied in detail, and their close relationship with image components is determined. The stages of enterprise image management are schematically shown with taking into account the compliance of image economic security components levels. The area of practical use of the research results: the need to adhere to certain sequence of actions aimed at forming a positive image and managing it in enterprises is emphasized. It is advisable to use an approach to the formation of corporate image with taking into account the targeted influence of management entities on the business environment. Technological innovation: the enterprise economic security structure in the context of modern tendencies is proposed, the complex of measures which are recommended to be applied for enterprise image maintenance is determined. Scope of application for technological innovation: practical activity of Ukrainian enterprises is in interconnection with other business environment participants.

The article is aimed at developing methodical approaches to efficient management of the enterprise’s image in connection with the state of its economic security. It was concluded that the issue of the impact of the image on the economic security of enterprise today is paid insufficient attention. It is proved that in the conditions of unstable economic situation in Ukraine, the process of efficient management of the enterprise’s image should be based on the diagnosis of its economic security. A theoretical analysis of opinions in the scientific literature on the functional components of economic security of enterprise and the mechanism of their formation is carried out. The expediency of using the approach to the formation of the corporate image, taking into account the targeted impact of management entities on the participants of the business environment, is accentuated. A structure of economic security of enterprise in the context of modern tendencies is proposed. The functional components of economic security related to both the internal and the external aspects of the enterprise’s activity are studied in detail and their close relationship with the components of the image is determined. During the research, the lack of unity in the methodology of diagnostics of economic security of enterprise was proved. A methodical approach to mutually coordinated management of the image and economic security of enterprise is developed, which is based on the results of diagnostics of economic security levels and assessment of the real level of the enterprise’s image. It is emphasized the need to adhere to a certain sequence of actions directed towards forming a positive image of enterprise and managing it. Schematically depicted are the stages of managing the image of enterprise, taking into account the compliance of the levels of components of economic security of the image. A complex of measures is defined that are recommended to be used to maintain the image of enterprise: personnel, marketing, client and production-economic.