Modern innovation in marketing of educational services

Abstract

The purpose of the study is to explore ways to improve the marketing of educational services based on an innovative approach. The analysis of innovations in the marketing of educational services, the assessment of the level of competitiveness of the educational product and the public-private management of education. It is determined that educational services are transformed into human capital in the process of use. It is justifies that the quality of human capital and the efficiency of its use depend on both the amount of educational services consumed and the quantity and quality of personal labour expended in the process of consuming these services, personal abilities, the extent of their realization and other subjective factors. It is proved that the effectiveness of implementing the latest innovative developments in the field of educational marketing depends not only on the processes of formation of a full-fledged market of educational services, its infrastructure, rules of the game, but also to a great extent on the economic, legal, moral and other public and private institutional frameworks that provide them protection.