Basha I. Marketing research in the market of educational services

The thesis concerns theoretical and methodological foundations of conducting marketing research in the market of educational services aimed at creation of innovative marketing programs which ensure competitiveness of national institutions of higher education in the context of globalization. The evolution of the educational market was revealed and the marketing prospects of its development were defined. The principles of integrated marketing research in the educational market of national institutions of higher education were grounded. The base of this research is segmentation of consumers and buyers of educational services defining the needs of graduates in commercialization of their diploma and dissertation research. Methodological foundations of marketing research in the national educational market were developed with the focus on a new research and consulting area - trend watching of needs of groups of consumers and buyers of educational services. An econometric model of marketing research in the educational market was developed. It was modified to establish the interdependence between incomes of national educational institutions and changing needs of four target groups of consumers: applicants, students, graduates, employers.