MARKETING ASPECT OF ORGANIZATIONAL CULTURE FORMATION IN HIGHER EDUCATION INSTITUTION

The issues of essence and the importance of organizational culture in higher education institution are examined in the article. The organizational culture condition in the higher educational institutions is characterized by absence of due consideration from the management. Organizational culture improvement needs to be considered as the most important factor of competitiveness and active integration in system of the national and world educational environment. In this regard, there is a need of improvement and working out of the organizational culture development trends by means of the marketing tools.