Application of marketing theory in Russian higher education to improve the quality of educational services

Problems arising in the educational environment under the influence of the development of social needs and the transformation of the labor market. The purpose of this study is to uncover the practical application of marketing theory in universities as a viable solution to improve productivity, system efficiency and satisfaction with the quality of education. The marketing role is analyzed from both a social and a service point of view to explain its usefulness to universities, individuals, and the entire community. In accordance with the nature of educational services, it is recommended that universities integrate using a set of seven marketing tools to plan market relationships: program, price, location, promotion, processes, physical capabilities and people.