The development of educational marketing in modern Ukrainian society

The article is dedicated to the acute problems of educational marketing development in modern Ukrainian society, its impact on modernization of national education system. The development process of educational services in Ukraine is characterised. The theoretical principles of the concept of "educational marketing" and the importance of marketing activities in educational institutions in achieving their commercial and non-commercial goals are also investigated. The authors make the reasonable conclusion about the necessity of creating the concept of providing educational services which should be started with the analysis of potential clients' demand, educational services market research, labour market research to develop and establish marketing events programme. The system of objective education market should be built for this, and the integral part of which is the clear market profile formation through segmentation. Educational institutions, in terms of marketing, produce a supply, provide with the services of promotion both educational and related services on the market. However, the educational services market has a number of unsolved issues which influence unprofitably on the quality of services. The transparency of education system means that the determination of its goals is not limited to the government procurement, but it means the expanding of education needs created by students, their parents and teachers; the programmes set a basic, required, minimum point, a common knowledge core which is open to additions that depend on cultural, regional, ethnic and other conditions.