Development of Marketing in the ecosystem of the University: economic and socio-Psychological aspects

The relevance of the chosen research topic is due to the fact that the market economy, increased competition and increased requirements for efficiency have made universities need to improve all aspects of their activities, ensuring competitiveness in order to develop and obtain additional resources. A well-built marketing strategy plays a key role in this process, which should be based on the most modern promotion tools and must take account of the characteristics of the target audience, for the university — these are the applicants, students and their parents. The article deals with the study of the role of marketing in the development of the university ecosystem. The definition of marketing in the field of higher education is given, the main subjects of marketing in educational activities, the tasks of marketing in the development of the university ecosystem, the principles of marketing educational services are considered, and effective tools for promoting the university are identified. A sociocultural and psychological portrait of a modern applicant and student is also presented, the main aspects of the motivation of the younger generation are identified, recommendations are given for building marketing communications, taking special account the characteristics of modern youth. On the basis of the study, the authors identify effective tools for promoting the university, describe the stages of developing a strategy, and present key aspects of building marketing for an educational organization.