FEATURES OF FORMING THE MARKETING STRATEGY OF A HIGHER EDUCATION INSTITUTION

In the modern landscape of higher education, universities are confronted not only with the necessity of survival through the consolidation of individual institutions, but also with the implementation of systemic structural changes aimed at future development and utilization of the educational, scientific, and managerial potential inherent in higher education. A key element in these transformative processes is the development and implementation of effective marketing strategies that take into account the unique needs and ambitions of universities and define paths for positioning their values within the context of changes in the contemporary educational environment. The article highlights a deficiency in contemporary research on enterprise development strategies. While most scholarly investigations are focused on theoretical and conceptual methodologies, there is a noticeable lack of attention to industry nuances. This disparity is particularly pronounced in the field of strategic development of higher education institutions (HEIs), where modern tools of strategic marketing analysis and planning are often disregarded. These tools are necessary for developing effective marketing strategies that meet the dynamic demands of the educational environment. Additionally, the article aims to enhance the methodology of analyzing factors influencing the external and internal environments of these institutions. A wide range of global, informational, technological, and demographic challenges are taken into account, and the necessity and development of pathways for implementing marketing strategies into the management system of higher education institutions are justified. Research has shown that the effectiveness of universities and higher education institutions is determined by their ability to interact with both external and internal environments. To achieve this, universities must possess strategic analysis capabilities and successfully implement strategies using modern tools of strategic management.