THE MARKETING COMPLEX OF HIGHER EDUCATION IN THE EDUCATIONAL MARKET

In a modern information society based on knowledge, education becomes a strategic element of sustainable economic growth. The development of human capital and adaptation of its preparation to the existing requirements of the labor market require large investments both in the formal education system and in individual training. Under these conditions, training structures should actively respond to external challenges, demonstrating significant flexibility and openness. Implementation of marketing concepts and strategies in the activities of educational organizations should promote the development of the market of educational services and increase their quality. The provision of educational services to the consumer that best meet his requirements and expectations can be ensured through the preventive identification of the needs of consumers of educational services and the motives of their behavior, as well as the complex implementation of the concept of higher education institutions based on the client