Management of marketing activities of Russian universities and its adaptation to changing market conditions in the economy Russia and global markets

Abstract

The relevance of the author's research topic is related to the need for consistent and systematic achievement of the national development goals of the Russian Federation for the period 2020-2030. and the fundamental importance of the evolution of higher education and educational markets in the context of the need for breakthrough socio-economic dynamics, justified primarily by the creation of a complex of opportunities related to self-realization and progressive development of the individual. An independent direction in the development of the marketing strategy of higher education organizations is currently entering national and international markets with the prospect of increasing the export of educational services, attracting international educational flows and effective positioning in the global scientific and educational space. Achievement of concrete results in this area, associated with the need for a breakthrough leap in the quality of educational processes, the creation of a national system of professional orientation and self-determination of promising young people, the qualitative growth of research activities in higher education, the restoration and consistent targeted implementation of the educational function and the creation of a positive value-normative core of the personality of students, as well as their involvement in social and cultural activities, it requires modern universities as the first centers of the "knowledge economy" to achieve a qualitatively new level of marketing, social and economic interaction with key partners, focused on sustainable and effective functioning and development.