Zhehus O. Formation of the marketing system of institutions of higher education

Object – the process of marketing activity of institutions of higher education in Ukraine; the purpose is to development of recommendations for the formation of the marketing system of institutions of higher education taking into account the needs and expectations of key stakeholders in the conditions of market transformations; methods – general scientific and specific; the results – development of theoretical and methodological principles for the formation of a subject-oriented marketing system of higher education institutions; theoretical substantiation of the concepts of "marketing opportunities", " education product", "market of higher education products", "marketing in the sphere of higher education"; development of scientific and methodological tools for diagnosing the marketing system of higher education institutions, researching the interaction of key stakeholders on the market of higher education products; development of the modern concept of holistic marketing in the sphere of higher education; substantiation of the model of the integrated marketing complex in the sphere of higher education; offered and automation of the project scenario approach to the formation of the marketing system of a higher education institution; development of marketing tools for promotion of higher education products;; results are implemented in production and educational process.