ВИБІР МАРКЕТИНГОВОЇ ПОЗИЦІЇ ЗАКЛАДУ ВИЩОЇ ОСВІТИ НА РИНКУ ОСВІТНІХ ПОСЛУГ

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.

Introduction. The increase of the number of higher education institutions and the intensifying competition between them has led to a difficult situation, the way out of which is the active use of marketing technologies. In particular, the formation and implementation of the marketing strategy will contribute to strengthening the competitive positions of higher education institutions in the market of educational services. The specifics of educational services imposes a number of features in marketing technologies. Therefore, some terms, goals and principles of marketing activities in higher educational institutions need adaptation. Purpose. The purpose of the work is to clarify the theoretical basis and specifics of educational services, to study the features of development stages and to implement marketing strategies of higher education institutions. Method (methodology). A number of scientific methods were used in the research process, in particular: abstract-logical - for theoretical generalization and justification of the conducted research results; induction and deduction, systematization and comparison - for investigation theoretical basis of the researched problem; graphic method - for visual display of research results. Results. The nature and specificity of educational services have been studied, their features have been described. The essence of educational services marketing and the advantages of its application in the activities of higher education institutions have been determined. The essence of the strategy and marketing strategy, including the activities of the educational institution, has been determined. It has been suggested to understand "marketing strategy" as a declaration of the goals and directions of enterprise development, organization or institution in order to strengthen competitive positions and satisfy consumer needs with the help of marketing tools. The characteristic features of the marketing strategy in the higher education institution have been studied. The stages of marketing strategies development and implementation have been investigated. Conclusions. The choice of an effective marketing strategy, its development and implementation are an integral part of a higher education institution effective management and its operation on the market. It should ensure the development of educational services that satisfy the needs of potential and real consumers, buyers and customers, and the growth of the educational institution's competitiveness on the educational services and the labor market.

Introduction. There is a stereotype in society that such areas as education are “public”, so far from market conditions. In fact, such operating conditions are more typical of secondary education institutions, while institutions of higher education today are placed in conditions of fierce competition for the contingent. Today, not all domestic institutions of higher education can withstand ever-increasing competition in the market of educational services. Given the urgent need to ensure the competitiveness of domestic institutions of higher education, scientists usually prefer methodological and applied rather than theoretical aspects of this issue. Therefore, even in the scientific literature there is actually no significant theoretical basis for the essential definitions of the category “competitiveness of institution of higher education”. The purpose of the paper is providing an essential characteristics of the category “competitiveness of institution of higher education”. Results. Applying the method of analysis and synthesis, step by step work on the analysis and generalization of definitions of the category “competitiveness of the enterprise” and further adaptation of the concept to the essential characteristics of the category “competitiveness of institution of higher education” is done. Conclusion. The following definition of “competitiveness of institution of higher education” is provided: the ability of institution of higher education at this time and in the future to gain competitive advantage in the market of educational services through effective management of internal resources and reserves of educational-methodical and research activities, adaptation to external factors, the most complete satisfaction of the demand of higher education students with innovative educational services in order to achieve strategic goals.

Тhe relevance of the topic is due to the need to expand the financial autonomy of higher educational institutions (hereinafter referred to as the HEI) in Ukraine, the need to maximize the generation of their own cash receipts by providing paid services of the HEI, to improve the management efficiency of the HEI in a market economy. The market, with its industries, is in a state of flux. We observe how the needs of sectors of the economy for resources and the level of training of specialists are changing. There is a change in the influence of factors on economic processes, the role of the segments of the regional economy participating in economic processes is changing. The educational complex should contribute to the formation of not only the labor resource of the country. To implement in the field of education and science support of the labor resource at the required level, effectively based on the needs of the regional economy and other resources - industrial. By predetermining the priority sectors in the development of the regional economy, the educational infrastructure of Ukraine should set the vectors for the development of the labor market of the economy as a whole, and not only serve the existing infrastructure of the regional economy. To maximize the satisfaction of the needs of both consumers of educational services and the needs of the regional economy in production resources. The article formed the author's understanding of the concepts of "market", "educational service", "market of paid services that can be provided by HEI", presented the features of the market of paid services that can be provided by HEI in Ukraine, carried out an analysis of the regulatory framework for the provision of paid services by HEI, identified a generalized composition of participants, which are divided into generally recognized and proposed, and developed a road map for the introduction of paid services by HEI. After conducting research in the direction of the chosen topic, it was determined that the formation and development of the educational services market is taking place in accordance with certain global trends, namely: 1) the desire for a democratic education system, that is, the availability of education to the entire population of the country and the continuity of its stages and levels, provision of autonomy and independence to educational institutions; 2) ensuring the right to education for everyone (the opportunity and equal chances for each person to get an education in an educational institution of any type, regardless of nationality and race); 3) the significant influence of socio-economic factors on education (cultural and educational monopoly of certain ethnic minorities, paid forms of education, manifestation of chauvinism and racism); 4) an increase in the range of educational and organizational activities aimed at both satisfying diverse interests and developing the abilities of students; 5) the growth of the educational services market; 6) expanding the network of higher education and changing the social composition of the student body (becoming more democratic); 7) in the field of education management, the search for a compromise between rigid centralization and full autonomy; 8) education is becoming a priority object of funding in the developed countries of the world; 9) constant updating and adjustment of school and university educational programs; 10) a departure from the orientation towards the "average student", an increased interest in gifted children and young people, in the peculiarities of the disclosure and development of their abilities in the process and by means of education; 11) search for additional resources for the education of children with developmental disabilities, children with disabilities. According to the results of the study, the authors proposed to expand the structures characteristic of the educational services market. Insofar as the market for educational services includes many national educational systems, each of which has its own management model, structure, goals, objectives and problems, and the profit from the activities of such structures can also be expanded.

The purpose of the article is to analyze the current processes that are taking place in the field of training for the national economy of Ukraine, and to develop ways to improve the effectiveness of interaction and interconnection of labor markets and educational services. The problem of social partnerships between higher education institutions and the real economy is investigated. This paper analyzes the foreign experience of networking universities with employers, and highlights the successes and challenges of this process. The content of the mechanism of interaction between customers and consumers in the educational services market is considered. It also offers suggestions on how to make the education market more up-to-date and adapted to the development of everything new in the Ukrainian labor market. The necessity of regulating the interaction of educational services and labor markets is substantiated. It is proved that only the interaction of professional educational institutions, employers and the state can ensure the effective functioning of the market of educational services, which provides the balance of demand and supply of qualified personnel necessary for the successful economic development of the country.

Educational management is a complex, hierarchically organized structured subsystem of the general education system, able to provide its performance and development while maintaining the basic quality parameters using social technologies of developmental functioning on the basis of educational motivation and educational services consumer needs, social demand of the state and the nature of educational institutions. The tension between existing in Ukraine centralized sectoral educational management and the need to implement innovative social technologies determines the problem of this study. The article deals with the basic problems of interaction between subjects of education and labor markets in the region, characterizes the possibility of applying the concept of marketing in the education market in the process of training specialists with higher education. The paper discusses the possibilities of using social marketing technology in the market of educational services in the process of training specialists with higher education; it proved that higher educational institutions that introduce marketing into the practice of social management provide the prospect of their further modernization and increase their competitiveness – the ability to adapt to customer needs by constant strategy and mission development, considering the tendency of a particular segment of the educational market, based on effective use of available resources and long-term cooperation with partners. Creation of a single information marketing system will increase the efficiency of the social dialogue between universities and the labor market as well as will solve the problem of cooperation between subjects of regional markets of higher education and labor.

Today, the market for educational services is quite congested and requires more detailed external and internal analysis of the activities of universities in order to understand the principles of attracting students. The majority of prospective enrollees to universities have certain selection criteria and the quality of education is one of the main ones. That is why such a competitive factor as a level of preparation of professors requires more detailed consideration from the point of view of personnel management. The level of preparation of the scientific and pedagogical staff includes not only the selection of certain qualifications, but also the motivation and interest in conducting quality classes. Due to the nature of the work, teachers are most susceptible to emotional burnout, so management should always keep in mind ideas aimed at preventing burnout in the collective. The aim of the work is to consider personnel management as a tool for building a competitive position of higher education institutions, to solve the problem of teachers’ burnouts and to provide recommendations for preventing this condition in order to improve the level of preparation of professors. The study carried out the following tasks: the concept of competitive position and its characteristics has been examined; the main factors influencing the competitive position of higher education institutions have been identified; the necessity for quality personnel management to improve the preparation of professors has been established; the issue of burnout as a key issue in the work of university staff has been addressed; the effectiveness of the wellbeing concept and the necessity to apply it as an integral part of the personnel management process to improve the competitive position of universities has been proven. The scientific novelty of the work consists in the analysis of individual factors of competitive position – the quality of education and the level of preparation of professors, the identification of the importance of personnel management in improving the performance of these factors, In addition, recommendations have been made to introduce the concept of wellbeing and to diagnose burnout among teachers in order to strengthen the competitive position of universities

The relevance of the research is determined by the conditions of uncertainty, which produce largescale transformations in all spheres of human life, which provide an opportunity for higher education institutions to adapt to the changing external environment by implementing consulting activities. The article focuses on the analysis of the theoretical and methodological bases of designing consulting activities in a higher education institution. The flexibility of the project approach in the management of a higher education institution is emphasized, which makes it different from the traditional process, provides advantages, contributes to the positioning of the institution and the formation of a positive image. It was noted that the issues of evaluating the effectiveness of designing consulting activities for higher education institutions remained practically unresolved. The article substantiates the expediency and necessity of designing consulting activities in the management process, which contributes to ensuring the consistency of modern requirements of pedagogical theory and practice with the needs of subjects of educational activity. The research examines the developed concept of the consulting activity design system as a tool for forming a positive image of the educational institution in the higher education system. The necessity of forming a concept of a system of designing consulting activities in a higher education institution in conditions of uncertainty is emphasized, which consists in the identification and use in the management process of project-management influences, which involve determining the needs and wishes of the subjects of educational activity (pedagogical, scientific and pedagogical workers and managers institutions of higher education) and their satisfaction in the market of educational services and the labor market. The implementation of the author's concept of the consulting activity design system in a higher education institution in conditions of uncertainty gives an opportunity to realize the importance of consulting activity design as a condition for improving its quality and modernization.

In modern conditions, the role of education is growing along with the development of human activity. The issue of the further development of the educational services market is becoming even more urgent, and especially in the conditions of the war in Ukraine. The article focuses attention on the important role of the market of educational services in providing alternative learning opportunities due to security measures. The concept of the market of educational services was analyzed and its main subjects were determined. It is noted that the market of educational services exists in conditions of fierce competition. The author identified the factors affecting the market of educational services. Emphasis is placed on the fact that the educational services market is a leading factor in economic growth, employment and income. The number of students of higher education institutions in Ukraine, the number of foreign students and other indicators of the educational services market were analyzed. It has been noted and proven that education acts as a stabilizing force, and it is especially important during the years of war in Ukraine, despite the fact that some students are abroad. The author singled out serious challenges faced by the education market in Ukraine in the context of Russia’s military aggression. Proposed directions for solving challenges in Ukraine at the current stage.

The article is devoted to the problem of interaction of the labor market and higher education in modern Ukrainian society. On the basis of the analysis of statistical data and the results of sociological surveys of different categories of the population, it is concluded that the market of educational services in the present-day Ukraine functions, mainly in itself, poorly interacting with the labor market. It is noted that the significant manifestation of the structural imbalance of supply and demand in the labor market is the discrepancy between the structure, volume and quality of graduates’ training of higher education institutions for the needs of employers, the economy of Ukraine as a whole, as well as informal and part-time employment, part-time, and the widespread practice of employment of graduates of educational institutions is not specialty, labor migration, the inability of the educational services market to react in a timely manner to the changes taking place in the labor market. Overcoming the separation of higher education from the domestic labor market is impossible without increasing of relationship between theoretical and practical training of students. The article emphasizes that this, as the European experience shows, can be effectively carried out through the introduction of dual education in Ukraine under the current conditions. After all, the dual education system, as one of the modern models of co-operation in training with production, meets the interests of all parties involved in it - employers, students, higher education institutions, as well as the state. The article emphasizes that this, as the European experience shows, can be effectively implemented under the current conditions through the introduction of dual education in Ukraine. After all, the dual education system, as one of the modern models of co-operation in training with production, meets the interests of all parties involved in it - employers, students, higher education institutions, as well as the state. It is noted that the elements of dual education in the form of a combination of work with education in the format of education in the evening or correspondence form of study, as well as in the format of educational institutions at large industrial enterprises, existed in the Soviet Union during the heyday there planning and administrative systems, but in the transition to a market economy in the post-Soviet countries were neglected. Attention is drawn to the fact that dual education should not be idealized, it has not only advantages but also certain limitations. A dual form of training is not suitable for all and not always, not for each specialty. It is best suited for training professionals in areas such as economics, business administration, engineering, social security. Limited possibilities of using dual education in the preparation of art critics and humanists. The article states that the idea of introducing dual higher education in Ukraine is positively perceived as the direction of the branch ministry of education and ordinary citizens. The data of the sociological survey of inhabitants of the Dnieper in the city about the fact that the introduction of dual education, according to citizens, should not be obligatory for all universitys or all students and should start only from the senior courses of study.

Youth is the future of our country. Therefore, it is important to create conditions for increasing the competitiveness of young professionals in the labor market. To do this, it is necessary to change the model of professional orientation of pupils in accordance with their abilities and needs of the labor market, to make it systemic and effective; as well as to coordinate the market of educational services and the labor market of a specific region, to create a developed motivational system in institutions of higher and secondary education focused on continuous education and self-improvement of a person throughout life, formation of social and professional subjectivity in student and student youth, active attitude to to himself, to his life and to the future profession. An important problem is the formation of professional self-determination in the young person himself, adequate, on the one hand, to the conditions of the regional market of educational services and the labor market, on the other - the abilities, needs and interests of the student himself. It is the active life position and the reality of requests for a future profession for students that will increase their competitiveness in the labor market. In connection with this, requirements for subjects that provide professional orientation among students of general education schools are changing, in relation to the goals, objectives and methods of this work.Professional self-determination is considered as a process of conscious and active search of a person by his place in the world of professions, developing his personal attitude to certain professions, and the choice of possible future professional activities.Professional self-determination for students is related to the orientation in the world of professions, an understanding of their own physical, mental and social capabilities, the formation of adequate, realistic professional intentions that fit the existing abilities, knowledge, skills, etc. This is the formation of his future professional image by analyzing his personality, available resources, general life self-determination of the individual, etc. It should be noted that the process of professional self-determination is rather complex and its effectiveness determines a set of objective and subjective factors.The ability to personal and professional self-determination arises and is formed when studying in higher education institutions. Professional self-determination begins with the design of the first idea of your future profession and the formation of the first professional intentions.Understanding the importance of the problem of professional self-determination of students, the Mariupol City Employment Center, together with the Department of Sociology and Social Work of the Priazovsky State Technical University, in February-March 2018 conducted a joint sociological study among students of secondary schools. Only 54% of students know which professions are most suitable for them in accordance with abilities, inclinations, types of temperament, thinking. But most students will choose a future profession that can provide them with high wages in the future. Many graduates are attracted by the prospect of opening their own businesses and going abroad.Thus, it is necessary to change the system of interaction of universities and secondary schools in the direction of effective professional orientation and involving students in the world of professions through socially useful activities. The task of subjects of professional orientation should be the formation of the necessary competences and socially significant qualities for pupils’ youth in order to increase their socio-professional subjectivity and acquaintance with the world of the profession through a system of trainings, mentoring, professional excursions and volunteering. It is then that real professional self-determination of students in the world of the profession, in accordance with their available resources and conditions of the modern labor market, will become possible.

Today, the spread and dominance of the digital economy prioritizes such phenomena as the liberalization of the vast majority of activity areas, individualization of preferences as opposed to standardization, expanding the boundaries of space and time due to the transformation of production into service activities. In the field of new requirements for accreditation of scientific and educational programs, the market of educational services is forcing to acquire qualities that can improve the quality of educational services. Universities face new requirements such as compliance with the licensing conditions that universities must comply with in order to pass the accreditation process. That is why there is a problem of forming an adequate demand for educational services from the citizens of Ukraine, which can be provided only by bringing them promising, truthful information about the expectations of employers and opportunities for providers of educational services. Adapting higher education institutions (HEIs) to changing internal and external conditions is a necessary measure today. The purpose of the article is to substantiate the conditions and trends of adapting free economic zones to the new conditions of providing educational services. Due to the new requirements for the accreditation of HEIs and specialties, we are waiting for new licensing conditions for teachers. Because adhering to the new licensing conditions it is possible to develop in the modern conditions of digital transformation of society. When determining the achievements in the professional activity of a scientific-pedagogical (scientific) worker, achievements at previous jobs may be credited, the five-year term may be extended for a break during work for objective reasons (social leave, conscription / mobilization for military service or military contract service, long-term illness, etc.), and that is all. We hope that the new perspectives for free economic development and the development of their teaching staff will be more adaptive and variable. Key words: economic efficiency, higher education institutions, educational services, quality of education.

The paper summarizes the experience in higher education institutions financing, substantiates the trends in their financial support models diversification. The study systematizes approaches to the organization of higher education institutions financing under market conditions and reveals their advantages and disadvantages in terms of the effects at the level of an individual and society as a whole. It defines tools and models of the financing under orientation on demand, supply and strategic purposes of the national development. The study proves the need to substantiate the rational balance of individual and social effects in higher education institutions financing, which can be achieved through a combination of market self-regulation and state regulation of the higher education services market. The system of methods was used in the study, namely: monographic – to define the research aim and conclusions, the method of theoretical generalization of foreign and domestic scientists was used to critically analyze the existing approaches to the organization of financing the work of agricultural education higher institutions. General scientific methods of cognition, such as analysis and synthesis, induction and deduction, systemic integrated approach, were used to systematize the models of financial support for higher agricultural education institutions and to generalize the conclusions. The paper substantiated that the state should take leading positions in higher education institutions financing. The role of state funding in ensuring sustainable development of agricultural education higher institutions has been identified considering the specificity of educational services and their role in ensuring sustainable development of the agricultural sector of the economy and rural areas. It is argued that the current conditions of free economic development and challenges the institutions face requires focusing on consumer demand and adjusting their educational services through prompt updating the changing educational programs based on modern research, attracting a larger number of stakeholders in the financing model formation. The modern tendencies typical of the market of educational services determining the expansion of the participants of the organization of financing the higher education institutions activity, are considered. The importance of financing elements focused on the innovations development, the role of which will grow in the future, especially in the form of competitive and targeted financing is revealed. It is proved that the results-based approach to the organization of financing also reduces the risks of macroeconomic inefficiency and contributes to reducing the information asymmetry. The obligatory presence of the state in the organization of research funding in higher education institutions is justified due to the positive impact of research on educational services quality and increases their value for an individual and society. The paper considers options for market-oriented higher education financing and the state's demands in terms of the concept of management, public and private funding methods, the education fee. It is established that the changing conditions of the market of educational services require a revision of targets for state funding due to the following factors: increased number of foreign students, use of information and communication technologies, increase in the integration of higher education institutions nationally and internationally. Key words: higher education institution, higher agricultural education, concepts of higher education institution management, methods of free economic education financing, sources of higher education institutions financing.

The complexity and interdependence of management and decision-making problems in the system of higher education require new ideas and approaches, which necessitates the search for new management solutions using modern approaches and methods of economic and mathematical modeling. The article is devoted to the problem of optimal allocation of budget places for higher education institutions by specialty. The conducted research shows that the priorities of the state, labor market and consumers do not coincide. In this situation, the university, as a provider of educational services, must balance the demand of the consumer (applicants, students and their parents) with the offers of the customer (the state, entrepreneurs, the labor market), taking into account the forecast of demand in the labor market. The purpose of the study is to determine the optimal allocation of budget places for higher education institutions considering financial constituents, system analysis and the game theory method. A solution to the problem is offered by building an economic-mathematical model using game theory techniques and methods of analyzing hierarchies, which have a powerful apparatus for considering many different models, approaches and concepts for solving the same problem. The presented mathematical model allows to obtain a balanced optimal distribution of budget places by university specialties, which harmonizes the demands of applicants and employers. The budgetary expenditures for higher education are an effective regulator of direct action on the training of specialists with higher education and an instrument of state regulation of the number of state-ordered students. Based on the results of the study, the model of distribution of the institution's budget expenditures for decision-making management is proposed, which allows redistributing funds to expenditure items that are included in the development expenditures of higher education institutions. Further development of the described model in the direction of researching the impact on existing restrictions on the market of educational services will allow offering powerful mechanisms and technologies for managing the process of forming optimal strategies for the development of higher education institutions.

The fact that many Russian universities offer a wide, but often similar, range of educational services substantiates stiff competition between them, which aggravated in the conditions of protracted global COVID-19 pandemic due to the need for rapid implementation of the tools and methods of distance learning. The educational institutions compete for not only students, by their admission to each specific discipline. The goal is set to analyze the competitive positions and opportunities of the university on the market of educational services in the Russian Federation. The subject of this research is Kazan Innovative University named after V. G. Timiryasov. The research methodology leans on the general theoretical methods, as well as 7P and SWOT analysis. As a result, the author determines the merits and flaws of the university, market opportunities and threats; as well as offers the vectors for improving on the market of educational services. The acquired conclusions on the need to expand the material base, increase the academic degree holders rate, involvement in the grant mechanism, and integration into the real sector of economy are relevant for a great many universities in the Russian Federation.