Prospects of marketing of economic educational services in Ukraine

Abstract

The prospects of marketing of economic educational services in Ukraine have been analyzed. On the basis of statistical data about the popularity of education institutions providing economic specialities, the most successful institutions have been defined by experts who study ratings of institutions. In spite of the fact that ratings of higher education institutions and economic faculties of universities in Ukraine are high enough, there is competition between higher education institutions. It makes the choice of a higher education institution difficult for the entrants. The increase of demand for professionals in the sphere of economics has been proved. As far as demand for highly qualified specialists in the sphere of economics depends to a certain degree on the number of enterprises, the dynamics of change in their number in the period of 2011 – 2016 has been presented. The use of the possibilities of developing skills in the spheres of digital and content marketing and new forms of teaching in higher education institutions has been suggested. That will make it possible to develop the qualities which are in demand in the labor market. Marketing research on the educational services will provide good reputation of higher education institutions and prerequisites for the influence on forming the values of students. The questionnaire method has been used to gather the data about the motives and criteria of choice of the educational service. The method of content analysis allowed the authors to define the prospects of marketing of educational services. The motives and criteria evaluated by respondents of Ukraine as those which have certain significant distinctions have been revealed. The distinctions allowed offering recommendations for improvement of economic education and marketing of the economic educational service. The set of recommendations can be used in the process of promotion of the economic educational service. It will be a convincing stimulus for attracting consumers, forming reputation of a higher education institution and providing competences which are in demand among employers.