ФОРМУВАННЯ ОСВІТНІХ ПОСЛУГ В УПРАВЛІННІ СУЧАСНИМ НАВЧАЛЬНИМ ЗАКЛАДОМ НА ЗАСАДАХ МАРКЕТИНГУ

The article is devoted to the problemofintroducingthebasicsofmarketingin the educational establishment management. Attentionispaidtothedisclosureof the manager’s strategicactionstowardsensuringthe educational establishment competitiveness. Theterms “marketing” and “educationalservice” have been determined by the author. The educational establishment marketorientation has been offered. Moreover animportantcharacteristic is noted in the article, wherebymarketingas a means ofimprovingthebusinessfunctioning, necessarilyconnected, theprocessofdemandpredictionandforecasting, whichispossibleonlythroughcontinuousconsumers’ studyintermsoftheirneeds; theprocessdemandcontrolbystimulatingconsumerstopurchasegoods; withtheprocessofmeetingthedemand, bothintermsoftheproductcharacteristicsfunctioningandintermsofsecurity. Thus, modernmarketingis a complexsocialphenomenonthattoday is seenasanexpressionof market-oriented managementstyleofthinking, whichischaracterizedbycreative, systematicandoftenaggressiveapproach. It is highlighted that theleadersmustnotonlyrespondtothesituation,recordtheparametersoftheenvironment, butalso take effortstochangethem. Theanalysisofcomplexmarketingelements at theeducational market has been done. Theattentionisfocusedonmeetingtheeducationalservicesofpersonal, groupandsocialneedsoftheeducationalmarketsubjects. The educationalservicescharacteristicsthataffectthemarketingstrategiesdevelopmentinthemanagementofthe educational establishment have been determined by the author. Besides, the managers’ of the educational establishment successfulactivityinshapingeducationalservicesdependsontheirquality, whichrequirestimelyaccounting marketfactorsandtheabilitytoimplementeducationalproblemsofcommercialpolicy in a singlecomplex. The opiniononthemodernizationof the manager’s administrativefunctions, includingtheneedtoimplementmarketingsupport of theformationprocess of establishment educationalservices is under review. Theprospectsoffurtherresearchinthecontextofthestudiedphenomenon have been highlighted.