MARKETING SUPPORT FOR THE HIGHER EDUCATION INSTITUTIONS SUSTAINABLE DEVELOPMENT MANAGEMENT BASED ON THE KNOWLEDGE ECONOMY

Abstract

The article investigates the content of marketing provision of higher education institutions sustainable development on the basis of economic knowledge. Education today is becoming one of the major values, the lack of which makes further development of human and society impossible. At the same time, the quality of higher education plays the decisive role in provision of Ukrainian society sustainable development.

The paper examines the contents of education and higher education; it defines the priority ways of forming and carrying out the state policy in the higher education area.

We examine marketing as one of the functions to manage higher education institutions that determines the need in marketing provision of their functioning. Using marketing tools in managing higher education institutions will allow to develop the measure that will contribute to securing specific positions in the market of educational services and promoting sustainable development. Complete and comprehensive marketing information will allow executives of higher education institutions to take efficient administrative decisions.

We define knowledge as one of the most important resources of higher education institutions marketing activity for their sustainable development.

The paper examines the nature, features, and characteristics of educational service in the market of educational services to provide the competitive ability to higher education institutions. We examine the term 'educational service' from various aspects, specifically from the point of view of personality, enterprise (labor market), and society.

The article defines the role of marketing provision in managing higher education institutions sustainable development. The paper presents the structure of higher education institutions marketing activity in the educational services market – it consists of the following elements: product, price, communication, and distribution policies; maintenance supply for employees and the process of educational service provision, for marketing studies, as well as for the development and control over marketing strategies.

We define the need in knowledge management for providing higher education institutions sustainable development. Marketing provision is one of the tools to manage the sustainable development of higher education institutions in Ukraine.  Marketing functioning of higher education institutions must be aimed at improvement of competitive positions in the market of higher educational services.