On the Issue of the Marketing Model of the University Ecosystem as the Dominant of Higher Education in Targeting Activities

Abstract

The purpose of the article is to review the current changes in domestic higher education against the background of trends in global educational markets and to develop a marketing model of the university ecosystem as a dominant one that defines modern economic relations of market entities involved in the educational process with a clear focus on target audiences. The comparative contexts of global trends in higher education are based on the intersection point of several models of countries such as France, Spain, Germany, Canada and the USA, which allowed us to prioritize the development of the author's model. Monitoring and author's survey of representatives of the university conglomerate were chosen as the research tools, which allowed us to conclude that it is advisable to introduce new constructs into the practice of universities, from the transformation of university marketing to the formation of stable public relations focused on the targeted development of higher education and Russian higher education institutions. The results of the marketing analysis were the basis for the development of the ecosystem of regional universities, which contributed to increasing competitiveness and customer orientation, was reflected in the educational process and the overall marketing activities of universities.