Promotion of higher education services

One of the key prerequisites for the sustainable effective functioning and dynamic development of higher education institutions is the use of flexible, adaptive management mechanisms. This determines the need for consistent changes in various areas of activity. In the context of modern challenges, effective communication in the field of higher education is one of the main conditions for the competitiveness of universities. The use and management of them provides significant opportunities to influence the target audience and build relationships with it. The article presents the genesis of the term "services" in the regulatory framework of modern Russia. Of all the variety of services provided to the population, the emphasis is on educational services. The analysis of the dynamics of the number of students enrolled in higher education programs is carried out. The tools of marketing communications used by the K.E. Tsiolkovsky KSU are considered.