Defining marketing elements of educational services when forming university’s marketing capital

The issue of defining the elements of educational services marketing has been considered. The purpose of the study is aimed at identifying these elements in the context of marketing capital formation in a higher education institution. The available approaches to understanding educational services marketing have been analyzed. The key components of this complex have been defined using the 7P model. A number of general scientific theoretical methods as well as the general method of critical analysis have been chosen as the research method. The analysis has been carried out on the basis of available digital resources of a number of domestic and foreign universities. The key results of the study have been presented in the conclusions concerning the analysis of the elements of educational services marketing and in the definition of the elements of higher education institutions marketing in the digital economy. Marketing aspects of higher education institutions brand promotion and possible communication channels have been highlighted. Mistakes in higher education institution promotion have been outlined. Modern tools of university promotion have been studied, including Influence marketing and attraction of ambassadors. The practical significance of the conducted research lies in the possibility of applying the available results in order to improve the effectiveness of the formed brands of universities, including foreign ones. Further research can be related to the branding activities specifics definition in the context of marketing capital formation in university. Organization promotion implies the work on forming brand, brand platform, identity, positioning, and marketing elements.