MARKETING APPROACH TO MANAGEMENT OF HIGHER EDUCATION INSTITUTION

The peculiarities of marketing management of higher education institutions are considered, which allows to change the management vector to ensure high standards of higher education as a component of the general goal of meeting the consumers' needs in educational services. The expediency of introducing a marketing approach to the management of higher education institutions under the conditions of observing the principle of customers' orientation and customers' needs, customers' requirements, balancing the imbalance between the education market and the labor market are proved. Five stages of the marketing management process are proposed to explain the system's interaction with the consumers, which helps to increase the satisfaction of all stakeholders, develop effective and mutually beneficial partnerships with the consumers.