У статті охарактеризовано можливості застосування соціальної технології маркетингу на
ринку освітніх послуг у процесі підготовки фахівців з вищою освітою; доведено, що впровадження
маркетингу в практику соціального управління вищими навчальними закладами надає перспективу
подальшій їх модернізації та збільшує їхню конкурентоспроможність.
Educational management is a complex, hierarchically organized structured subsystem of the
general education system, able to provide its performance and development while maintaining the
basic quality parameters using social technologies of developmental functioning on the basis of
educational motivation and educational services consumer needs, social demand of the state and the
nature of educational institutions.
The tension between existing in Ukraine centralized sectoral educational management and the need to
implement innovative social technologies determines the problem of this study.
The article deals with the basic problems of interaction between subjects of education and labor
markets in the region, characterizes the possibility of applying the concept of marketing in the
education market in the process of training specialists with higher education.
The paper discusses the possibilities of using social marketing technology in the market of
educational services in the process of training specialists with higher education; it proved that higher
educational institutions that introduce marketing into the practice of social management provide the
prospect of their further modernization and increase their competitiveness – the ability to adapt to
customer needs by constant strategy and mission development, considering the tendency of
a particular segment of the educational market, based on effective use of available resources and
long-term cooperation with partners. Creation of a single information marketing system will increase the
efficiency of the social dialogue between universities and the labor market as well as will solve the problem
of cooperation between subjects of regional markets of higher education and labor.
