Marketing Specifics of the Implementation of Educational Programs and Competitive Positioning of the University

Abstract

The growing competition in the global and national education market necessitates the use of marketing technologies that make it easier for consumers to identify and differentiate the products offered. The tools for branding and positioning educational programs implemented by the university are subject to transformation both under the influence of external factors and under the influence of the specifics of the product offered on the market. The purpose of the study is to identify specific features and identify areas for improving the positioning of universities in the education market. Research methods: desk research aimed at summarizing scientific papers on positioning issues and searching for opportunities to apply them to the university product promoted on the education market; content analysis of advertisements of 40 universities, which made it possible to determine the key accents and motives used in the positioning of educational institutions of higher education; classification, methods of comparison and generalization in order to identify differences in bringing to the consumers of the university its competitive position. Results of the research: the marketing specifics of the implementation of educational programs and the competitive positioning of the university are formulated; groups of key positions in the higher education market are identified. The results of the study can be used in the process of developing the university's marketing strategy.