Рассматриваются тенденции развития современного рынка образовательных услуг на основе интеграции государственных и рыночных механизмов. Особое внимание уделяется маркетинговому подходу к формированию и функционированию стратегии вуза для повышения его конкурентоспособности.
The tendencies in the current market development of educational services based on integration processes of state and market mechanisms are considered. Particular attention is given to a market approach for the formation and college strategy functioning to increase college competitiveness. It is shown that the peculiarities of college marketing activity should be connected with that in a higher education market interact not two parties (service producer and consumer), but four types of subjects: consumers – parents; em-ployers which are interested in the frame refresh of works and personnel professionalism development; a state – a megacustomer of college educational services interested in the manpower resource formation. The realization of marketing researches, the analysis and the effectiveness estimation will allow more complete developing an extent of supposed educational services and influencing considerably upon a price level taking into account consumer demands.