Abstract:
The purpose of the research. The aim of the work is to study consumer needs in the market of educational services in marketing management system at higher educational institutions. Methods. The following methods were used in the research process: statistical – to process data on the dynamics of supply and demand; sociological – in the study of factors that affect individual and socio-economic demand; survey – to collect primary data on consumer demand in the market of educational services in Dnipropetrovsk region. Results. It is proved that with the help of marketing researches and modern approaches it is possible to get a clear idea of qualitative and quantitative criteria of demand, the real situation in the market; identify problems of interaction between different market participants; determine trends and directions of demand development; evaluate the effectiveness of information chan-nels. The authors emphasize that higher education institutions seek to achieve consistency between the potential of higher education institutions as producers of educational services and the needs of consum-ers in these services. The main development trends and problems of the market of educational services in Ukraine are described. In the light of the results obtained, it is established that understanding the behavior of potential and actual applicants for higher education will help the institution not only to adapt to it, but also to shape it. Practical meaning. The results of a survey conducted among consumers of the market of educational services in Dnipropetrovsk region allowed to make a portrait of the applicant and graduate through the eyes of employer. The obtained results can be used for further research on this topic Prospects for further research are the formation of a model of consumer behavior in the market of edu-cational services, which will allow to organize effective management of marketing activities in higher education and not only meet consumer needs, but also to form market demand.
