UDC

339.138

Authors

Lipkina Elena Dmitrievna
Omsk State Transport University (Omsk, Russia)

Abstract

Stable improvement of a university’s competitive ability on the modern market is determined not only by professional training of specialists or internal competence of the institution but also directly depends on the marketing efforts as an important inner source and a promising concept of development. Thus, in order to make a higher education institution more competitive, one should in good time start managing it with the marketing approach. The author of this paper dwells on her own understanding of marketing management of a higher education institution, points out the fundamental targets of the marketing approach to university management and suggests some necessary elements for successful implementation of this marketing approach. The role of marketing in the modern university is to identify priorities for its leaders to objectively assess the institution’s competitive advantages and actual potential for their improvement. Practical application of the marketing approach to university management involves a number of formal procedures aimed at coordinating all activities, forming adequate management philosophy and marketing culture, developing internal communications and external cooperation, as well as other measures.

Keywords

marketing management of a university, marketing approach to university management, competitive growth, competitive advantages

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