MARKETING APPROACHES TO INCREASING THE COMPETITIVENESS OF HIGHER EDUCATION INSTITUTIONS IN THE EDUCATIONAL SERVICES MARKET

The article analyzes the role, importance and effectiveness of marketing approaches in ensuring and increasing the competitiveness of higher education institutions (HEIs) in the educational services market. The author, having studied the state of the higher education system in the market, highlights the factors of forming a competitive advantage through strategic marketing, target audience identification, brand management, service quality, advertising and PR activities. The importance of improving the quality of education with the help of marketing approaches, establishing effective communication with applicants and their parents, and offering innovative educational services that meet market needs is substantiated.