Problems of Using Customer-Oriented Marketing Strategy in the Management System of Educational Institutions

Abstract

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.