Dubrovka O. The System of Marketing in Public Administration of High Education in Ukraine

The object is the marketing activity of the administration organs of the system of the higher education as a mechanism of the innovation development regulation of the education in the conditions of the development of the educational marketing services in Ukraine. The objective is the scientific and theoretical justification of the marketing strategy (concept, strategy, instruments) as a means of public administration of the higher education system in the conditions of the market society transformation. The methods are systematic analysis, social predicting, structural and functional, comparative analysis, informative and logical programming, marketing analysis. The newness is that it has been scientifically proved that the usage of the state administration into the system of higher education is an effective means of the state strategy aimed to the development of the higher education and its inner tendencies in the conditions of the market society transformation. The results are that it has been scientifically justified that subjective and objective connections, marketing strategy and planning are the main components of the marketing system in higher education public administration; the methodological backgrounds and principles of the strategic state planning in the sphere of the higher education.