Modern trends in the formation of a marketing strategy in the organization of additional education: models of interaction with clients

In the context of growing competition, institutions of additional education are actively looking for ways to improve the quality of services provided and strengthen their positions in the market. In this regard, the importance of a customer-oriented approach and the development of effective strategies for interacting with the audience increases. Objective: to identify the key trends in the formation of a marketing strategy in organizations of additional education and to develop recommendations for choosing the optimal model of interaction with customers. Methods: when writing the work, a systematic approach was used, which made it possible to analyze marketing strategies and models of interaction with customers used by organizations of additional education. The theoretical and methodological basis was compiled by the works of leading experts in the field of educational marketing (V.I. Aleshnikov, T.A. Beregovskaya, E.V. Sumarokova, D.R. Amirov, etc.). In the course of the work, the analytical method, the method of comparative analysis, methods of graphical and tabular interpretation of data, as well as methods of synthesis and abstract logical thinking were used to formulate conclusions and recommendations. Results: the key factors influencing the choice of a model of interaction with clients are identified; recommendations on the implementation of a customer-oriented marketing strategy in the activities of additional education organizations are developed. Conclusions: the study showed that building an effective model of interaction with clients in the field of additional education requires strategic planning, an analytical approach and consideration of market dynamics. Special attention should be paid to the use of digital technologies, social media and interactive platforms to expand the possibilities of two-way communication, promptly receive feedback and improve the quality of services provided. The implementation of a customer-oriented marketing strategy contributes to the formation of long-term and mutually beneficial relationships with customers, which is the key to the success of an educational organization.