PROBLEMS AND SOLUTIONS IN THE IMPLEMENTATION OF MARKETING STRATEGIES IN THE HIGHER EDUCATION SYSTEM

This article provides a scientifically grounded analysis of the main challenges in implementing marketing strategies within the education system. The key barriers identified include financial constraints, weak information systems, shortcomings in image and branding policies, and the frequent implementation of marketing activities without adequate scientific analysis. The root causes of these issues are the secondary role assigned to marketing in educational institutions, insufficient use of digital technologies, and the lack of a strategic approach. The findings demonstrate that successful implementation of marketing strategies can enhance the competitiveness of educational institutions, balance supply and demand, and strengthen their international reputation.