Litvyakova N. Marketing research as a means of educational services differentiation in the system of postgraduate education of a pedagogical university

Object: the system of post-graduate education management in the pedagogical university; objective: to theoretically substantiate and carry out the empirical examination of the technology of educational services differentiation in the system of post-graduate education in the pedagogical university by means of marketing researches; methods: analysis of scientific literature and normative documents, conceptual and terminological analysis, method of categorical synthesis of theory, generalization of practical experience, synthesis, simulation, analysis of information of online content, analysis of documentation, telephone interviewing, expert survey, ranking, scaling, questionnaire, empirical testing of technology, methods of mathematical statistics; novelty: the concepts of “post-graduate education in the pedagogical university” and “educational services differentiation” are introduced, methodology to assess the current situation of marketing researches application with a view to differentiate educational services of SPE PU of Ukraine is developed, scientific ideas about the features and methods of marketing researches application in the process of assortment of educational proposals of SPE PU are further developed; results: the technology of differentiation of SPE PU educational services by means of marketing researches is developed and implemented in the practice of management; branch: theory and methodology of education management.