Melkova O.V.

Purpose. Identification of theoretical approaches to the organization of the marketing system of educational services and problems in Russian practice; definition of the categories of the marketing apparatus in the framework of educational services; Identification of the marketing problem arising in the education of Russia. Methods. The research is based on the methods of the classical theory of marketing. Methods of economic and statistical analysis were used to perform the calculations. Results. Based on the current state of higher professional education in Russia and, in particular, the marketing activity of universities, a category marketing apparatus in the sphere of rendering educational services has been analyzed, the elements of the marketing complex for university education have been disassembled. It is concluded that there are contradictions in modern professional education and the need to apply marketing methods for the successful work of the university in the market of both education and the labor market. Scientific novelty. Scientific novelty lies in the study of the specifics of marketing in the provision of educational services, the identification of problems of modern education in the study of dynamics and the need to use marketing techniques to improve the competitiveness of the university.