Development of a marketing mix in a professional educational organization

The article deals with the problem of developing a marketing complex for educational services of a professional educational organization. The essence of the concept of a marketing complex is revealed. The elements of the marketing complex in a professional educational organization are characterized: product (service), price, distribution channel, promotion, as well as personnel, physical environment, process. An expanded interpretation of the concept of "marketing complex" may imply the inclusion in its composition of general management, and not specific marketing components and the use of other criteria for highlighting the elements of the marketing complex. The article also provides a step-by-step description of the process of developing a marketing complex for an educational service. It includes: marketing research, modeling of the marketing mix, developmentplan for the formation or improvement of the marketing mix, the implementation of activities according to the above plan, control and assessment of the effectiveness of the organization of the marketing mix.