The marketing segmentation of the global market of educational services from the perspective of Russian universities: articulation of the problem

The paper deals with the marketing analysis of the global market of educational services from the perspective of international students. The multivariate analysis can be useful to determine a list of countries, on which school leavers Russian universities should exert marketing influence. In the author’s opinion this particular information is representative, as it contains data on foreign students who have already made their decision to study in Russia. The author performs a marketing segmentation of the educational services market and highlights the most strategic for the organization of further marketing activity of Russian universities segments. The author justifies the chosen method of segmentation, on the basis of which the most attractive regions for promoting services of Russian universities are revealed. The conducted marketing research helps to specify attractive for the impact markets, i.e. Asian and one of the CIS countries, and focus efforts on them at the complex marketing promotion of educational opportunities of Russian universities. The research results may be applied for development of a marketing strategy to promote educational services of Russian universities on the world educational market.