Marketing methods for solving management problems of higher educational institutions

Educational management is a complex, hierarchically organized structured subsystem of the general education system, able to provide its performance and development while maintaining the basic quality parameters using social technologies of developmental functioning on the basis of educational motivation and educational services consumer needs, social demand of the state and the nature of educational institutions. The tension between existing in Ukraine centralized sectoral educational management and the need to implement innovative social technologies determines the problem of this study. The article deals with the basic problems of interaction between subjects of education and labor markets in the region, characterizes the possibility of applying the concept of marketing in the education market in the process of training specialists with higher education. The paper discusses the possibilities of using social marketing technology in the market of educational services in the process of training specialists with higher education; it proved that higher educational institutions that introduce marketing into the practice of social management provide the prospect of their further modernization and increase their competitiveness – the ability to adapt to customer needs by constant strategy and mission development, considering the tendency of a particular segment of the educational market, based on effective use of available resources and long-term cooperation with partners. Creation of a single information marketing system will increase the efficiency of the social dialogue between universities and the labor market as well as will solve the problem of cooperation between subjects of regional markets of higher education and labor.