Based on our research into practical experience with educational marketing in other countries, we propose a marketing mix model that can be effectively implemented in the day-to-day operations of domestic educational institutions.
The implementation of the developed marketing mix will contribute to an active, positive perception of the university’s brand, the building of its professional reputation, and its appeal in both domestic and international education markets. But, of course, it is important to remember that students’ overall impression of a university is formed through direct contact with the institution, its faculty and support staff, and the atmosphere within the community. David Packard, co-founder of Hewlett Packard, once declared that: “Marketing is too important to be left to the marketing department.” Therefore, universities must understand that marketing will be most effective only when it is carried out through the combined efforts of the entire university community, with the full support of the university administration.
Furthermore, today’s marketing of educational services must not only focus on identifying and attracting prospective students, but also on maintaining the investment appeal of domestic universities, especially in the eyes of industrial enterprises, which are most interested in hiring young, well-trained professionals; therefore, a further relevant area of research should be addressing the pressing issue of funding for educational institutions, in which the strategic use of marketing technologies plays a particularly important role.