Корпоративна культура закладу вищої освіти як фактор здійснення споживчої політики

In the process of writing the article, the author focuses on the fact that education is one of the areas of formation and implementation of the state consumer policy, where one of the main factors that influence on the status of its implementation it is its subject composition, regulatory component and the systemof guarantees. Therefore, it is suggested that the subjects include higher education students, research and teaching staff, and the administrative, management component of a higher education institution and state bodies responsible for education. As for the regulatory framework for educational consumer policy, it consists of the national and international legislative framework and internal documentation of higher education institutions. It has been established that the implementation of the consumer policy in the educational sphere is influenced by the corporate culture that is carried out by the relevant educational institutions. That is why the author examines the pluralism of scientific interpretations of both corporate culture in general and corporate culture of higher education institutions in particular, and offers his own author’s positions on these categories. It was also found that corporate culture in higher education institutions has an external form of manifestation (culture of communication; career guidance; support for social projects; image of a higher education institution) and an internal one (corporate management; image of a teacher; student etiquette). The author also identified the factors of manifestation of consumer policy through corporate culture in higher education institutions. In particular, such factors include: language (terminology), used and established customs, traditions, rituals, approved principles, a system of values, ideology, development strategies of the institution, moral climate in the educational team, common patterns of thinking, common mental models that guide perception, thinking and language used by academic staff, collective meanings and symbols that include ideas, feelings and harms, internal regulatory framework. For more thorough understanding of these forms of consumer policy in the context of corporate culture, the author has prepared reasoned conclusions and proposals.