USING A MARKETING APPROACH TO FORM MARKETING COMPETENCE TO INCREASE THE COMPETITIVENESS OF SPECIALISTS

The article reveals that an important factor in increasing the competitiveness of specialists is the use of a marketing approach to studying the situation on the labor market and the market of educational services. Only based on the results of studying the situation on the labor market, the demand and offers that exist there, can an “educational product” be created that would meet the requirements of the consumer. The main tasks of the marketing service and the goals of marketing activities are substantiated: providing such educational services that are based on knowledge of consumer needs, the market situation and the real capabilities of the educational institution; the most complete satisfaction of consumer needs, providing them with a set of competencies necessary in the labor market; effective promotion of educational services and educational products in certain markets in the planned volumes and within a certain period; ensuring long-term effectiveness of educational institutions, which involves managing its development taking into account educational marketing; unity of marketing strategy and tactics in the activities of educational institutions in order to actively adapt to consumer requirements. In general, marketing activities include its advertising; image creation; informing, retaining potential consumers; attracting applicants, and researching the educational services market. The functions of marketing activities as a set of interrelated actions are defined as analysis of the internal and external environment in which an educational institution operates; market analysis; consumer analysis; studying competitors and competition; studying the quality and accessibility of educational services and educational products; forming a concept for a new educational service; planning new educational services and educational products based on marketing research; forming sales and stimulating sales; forming and implementing pricing policy; developing and implementing educational marketing programs; providing educational marketing information; managing educational marketing (planning, implementing and controlling marketing activities with an assessment of risk, profits, and efficiency). By the type of use of the marketing mix in the segments of the market of consumers of educational products, the marketing strategy can be expressed as differentiated, undifferentiated and concentrated marketing, which is shown in the article.