DOI: http://doi.org/10.15350/2409-7616.2022.3.01

UDC 358.48

Kushakov M.N.¹ (Donetsk, Donetsk People’s Republic) – E-mail: obrazovanie257@gmail.com

¹Ministry of Education and Science Donetsk People’s Republic

Abstract. The article notes that the education of people, the possession of professions at a high level, knowledge, the accumulation of intellectual potential and its productive use in our time have a fairly high value from the perspective of the civilizational development of mankind and the material basis of its life, which is the economy. However, the conditions for the formation of a strategy for the development of marketing of educational services innovations in the context of structural changes require additional study. The theoretical and methodological basis of the research was the scientific provisions of fundamental and applied works of domestic and foreign authors on topical issues of the development of innovation marketing in the field of education and educational services in general, the conditions for the formation of a strategy for the development of innovation marketing of educational services in the context of structural changes. The methodological basis of the dissertation work was a set of principles, methods of scientific research, general scientific and special analytical methods that allowed to solve the tasks set, systematically and comprehensively investigate the conditions for the formation of a strategy for the development of marketing of educational services innovations in the context of structural changes. At this stage of scientific research, it should be noted that the analysis of globalization processes in the educational space is characterized by multidimensional and ambiguity. The main components of the marketing pyramid of the higher education system are determined. The analysis of the labor market in the Donetsk People’s Republic and the need for new specialists is carried out. It is noted that the main disadvantage of the Republican labor market remains the discrepancy between the supply and demand for labor in the professional qualification system. In addition, employers often make excessive demands on the quality of an employee’s professional qualifications and work experience, instead offering an understated salary level, and even to highly qualified personnel. The factors that negatively affected the state of the labor market in the Donetsk People’s Republic have been identified. The conditions for the formation of a strategy for the development of marketing of educational services innovations in the context of structural changes are highlighted.   

Keywords: development strategy, innovation marketing, educational services, structural changes, global crisis, education, labor market, globalization, socio-economic development.

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For citation:

Kushakov M.N. Formation of a strategy for the development of marketing innovations of educational services in the context of structural changes. CITISE, 2022, no. 3, pp.7-17. DOI: http://doi.org/10.15350/2409-7616.2022.3.01