ARCHITECTURE OF CONCEPTS OF SOCIAL RESPONSIBILITY OF HIGHER EDUCATION INSTITUTIONS IN THE EDUCATION SERVICES MARKET

INTRODUCTION. The social responsibility of higher education institutions in the market of educational services is becoming increasingly important as educational institutions have an impact on the social, economic, and environmental environment. Understanding the significance of this issue is crucial for the development of a sustainable society. RESEARCH HYPOTHESIS: The comprehensive utilization of the concepts of the green university, smart university, university promoting a healthy lifestyle, management of social and cultural diversity, management of historical and cultural heritage, the university's third mission, socially-oriented university, and university as a stakeholder organization contributes to enhancing the social responsibility of higher education institutions in the market of educational services. THE AIM of this article is to investigate the impact of the comprehensive utilization of social responsibility concepts in the market of educational services on universities, with the goal of exploring their potential for sustainable development and fostering a harmonious social environment. METHODS. This research employed analytical methods and a review of literature and scientific publications to gather and analyze information on the concepts of social responsibility in higher education institutions. FINDINGS. The findings of the research indicate that the comprehensive utilization of the concepts of the green university, smart university, university promoting a healthy lifestyle, management of social and cultural diversity, management of historical and cultural heritage, the university's third mission, socially-oriented university, and university as a stakeholder organization contributes to enhancing the social responsibility of higher education institutions in the market of educational services. CONCLUSION. The comprehensive utilization of social responsibility concepts in higher education institutions holds significant potential for improving social and economic sustainability. Implementing these concepts facilitates the creation of a balanced environment where universities actively engage in societal life and foster the harmonious development of individuals. KEYWORDS: social responsibility; green university; smart university; university promoting a healthy lifestyle; diversity management; heritage management; university's third mission; socially-oriented university; stakeholder organization.