EVOLUTION AND TRENDS IN EDUCATIONAL MARKETING DEVELOPMENT: THEORETICAL AND METHODOLOGICAL ASPECTS

Abstract

The development of the knowledge-based economy, society computerization, globalization and regionalization processes, enhanced dynamics of labor markets, increased competition in the market for higher education etc. have generated profound changes at the level of universities in order to increase their competitiveness both domestically and internationally. These changes require the need for a new way of thinking and designing the activity of higher education institutions based on marketing principles. This article contains a theoretical approach to the concept of educational marketing through the development of marketing theories and models.

Keywords

• Higher education marketing
• Educational marketing models
• Service-dominant logic
• Holistic marketing of higher education services