Modern University Marketing Management: Specific Nature

Abstract

Modem globalization of markets, transformation and renewal of the state education system, reinforcement of political and economic tension worldwide, increase the urgent character of strategic aspects in the university marketing activities management. Marketing in the activity of any modern university involves targeting those priorities that will help the administration of the higher education institution measure its own competitive advantages and specify real opportunities for their growth. Thus, we have to examine subjects and objects of educational services marketing (its constituent elements) in order to understand the essence of this business process. It is customary to recognize all the subjects of the market as a marketing subject. The objects of educational services and products marketing include educational institutions, consumers, intermediaries and social entities involved in promotion of educational services in the market. Students can be considered as consumers of educational services. Consumers influence the choice of a field of study, mode of study, place, time and source of funding. Therefore, marketing relationships are formed to satisfy consumers’ need for educational services. It is worth mentioning that one of the primary tasks in the management system is to promote educational services and inform potential consumers about the educational institution. This goal may be achieved by means of various communication methods. Potential educational services consumers should be aware of the location of an educational institution, its specializations, term of apprenticeship and cost of training. To attract potential customers, a variety of communication tools is used to influence both practical and emotional spheres of human nature. The article defines the target setting of the marketing approach in the university management and proposes the concept of organizational support of management approach implementation in the field of university marketing environment.