MARKETING APPROACH TO MANAGING THE PROVISION OF PROFESSIONAL EDUCATIONAL SERVICES

Abstract

Introduction. Modern transformational processes in Ukraine's education system, caused by globalization and implementation of market mechanisms, require rethinking approaches to educational organization. Research on professional education, directly related to training qualified specialists for the labor market, becomes particularly relevant. There is a need to implement a marketing approach to educational management to ensure that educational services meet the requirements of consumers and employers. The purpose of the article is to theoretically substantiate and identify the features of the marketing approach to managing the provision of professional educational services. Results. The article defines the educational services market as a system of economic relations between subjects regarding the purchase and sale of educational services. The main characteristics of the modern educational services market, the subjects of the professional educational services market are identified and analyzed. The relationship between the professional educational services market and related markets, particularly the labor market, is examined. It has been established that imbalance between supply and demand in the labor market arises due to the insufficiently prompt response of the professional education system to dynamic economic changes. Conclusions. The educational services market is a complex system whose effective functioning requires established interaction between all subjects. The professional educational services market is closely interconnected with the labor market, necessitating harmonization of specialist training with employer needs. The marketing approach to managing professional educational services is an important tool for increasing the competitiveness of educational institutions, allowing timely adaptation of educational programs to market requirements and ensuring high-quality specialist training.