Management decisions on the use of marketing tools to ensure the competitiveness of universities

The article considers marketing tools in university, its rationality and necessity, and the adoption of appropriate managerial decisions by executives. The necessity of using marketing in the field of education, on the level of other kinds of services and goods, is substantiated. Marketing of educational institutions contributes to the study of the market, forecasting, pricing and determining the most promising directions for their development. Intermediary structures in the field of education promote the promotion of services using various channels of marketing, advertising media, and in some cases, and the financing of market participants educational services.Marketing management will be able to accelerate the reform of higher education and solve problems that prevent HEIs from acting as equal actors in market activities and, therefore, will contribute to improving the quality of educational services. The basic principles of formation of the marketing model of the sphere of education, which should include orientation towards the consumer, use of the system approach, ambiguity of ways of development and processes of self–organization are determined. The necessity of using the model of marketing management in the management of higher educational institutions is also substantiated and its main components are determined.In order to effectively adapt the university to the modern requirements of the informational environment, it is suggested to use in the practice of event marketing management (Event marketing), that is to systematically organize events as a platform for the presentation of educational services for the purpose of emotional influence and to increase the attention of the target group.The use of this marketing tool provides a long–lasting effect that shapes the image of the university, provides its popularization and allows the inclusion of new categories of educational services consumers.