Three Roles of Universities in the Management of Educational Services at Lecture

The aim of this paper is to study three roles of Universities in the management of educational services at the lectures. This is a very important aim, as students' requests change. That is why Universities are forced to manage educational services. The following research methods were used in this study: empirical methods (the study of normative legal acts and scientific-methodological literature; content analysis of scientific sources for higher education); methods of theoretical analysis (classification; induction and deduction; comparative and retrospective ones; specification and generalization); graphical methods for data analysis of research. The theoretical and practical relevance of the review deals with marketing management. It has got new scientific results. It is three roles of Universities in the management of educational services at the lectures: as performers of educational services; as educational institutions; as marketing-oriented institutions. The proposed set of managerial decisions for three roles of Universities in the management of educational services at the lectures improves the quality of specialist training in higher education.