МАРКЕТИНГОВІ СТРАТЕГІЇ У КОНТЕКСТІ КОНКУРЕНТОСПРОМОЖНОСТІ ЗАКЛАДУ ВИЩОЇ ОСВІТИ.

Strengthening of competition, the policy of state order for training specialists, changing the behavior and requirements of consumers of educational services and other environmental factors increase the attention of top managers to the competitive strategies of the higher educational institution. The article discusses the theoretical foundations of marketing strategies, presents the components that form the marketing strategy of the higher educational institution. The study used methods of analysis and synthesis. The purpose of the research was to study and analyze the competitive strategies of higher educational institution in target markets to achieve competitive advantages. The approaches to defining the key concepts of the research have been analyzed: strategy, marketing strategy, competition, competitiveness. Attention have been focused on the fact that the system of competitive strategies of the higher educational institution should be based on the concept of holistic marketing, which makes it possible to determine the direction and content of activities in each strategic area of educational services and direct the activities of the university to ensure sustainable competitive positions in the market, ensure and support long-term competitive goals. The specificity of educational marketing has been characterized, which consists in the development and implementation of a strategy for the formation and growth of the value of an individual, in meeting his/her need for development. The dependence of the efficiency of the system of functioning of the higher educational institution, its competitiveness on the implementation of the actual and demanded concept of holistic marketing has been substantiated. The components of the competitive strategies of the higher educational institution, competitive advantages, ways to achieve competitive advantages have been considered; a modified system of competitive strategies of a higher educational institution has been presented. Competitive strategies can provide a sustainable advantage over competitors and solve pressing strategic problems. The prospect of further research is to study the internal environment of the higher educational institution in order to determine the level of its competitiveness and develop a set of measures to ensure the formation of its competitive advantages. [ABSTRACT FROM AUTHOR]