The Implementation of Adaptive Marketing Concept in the Educational Services Market

Abstract

The sphere of higher education is in a state of transformation to new conditions of work, this requires the development of adaptive marketing strategies that make it possible to forecast development in an unstable environment. Trends in the Russian market for higher education services are dynamic and are currently associated with: an increase in the capacity of the Russian higher education market and sales of educational services, an increase in the mobility of participants in the educational services market, an increase in competition and the emergence of new participants offering innovative forms of educational services, an increase in demand for high-quality educational services and creative forms of their provision, compulsory attestations of state higher educational institutions, selection approach when recruiting the students. The article discusses the issues of building such a strategy based on the use of preventive response methods, proposes a sequence for implementing an adaptive marketing strategy, substantiates the procedure for conducting marketing research, as well as the possibility of using Internet technologies for positioning in the market.