The article discusses marketing activities and their necessity in the higher education system. It notes that in today's environment, higher education institutions face many challenges, and the use of marketing approaches can help address them. It has been suggested that one of the ways to ensure the competitiveness of institutions providing educational services is to study the needs and demands of clients in the field of higher education through marketing activities. It is proposed to widely use the concept of modern marketing in the activities of higher professional educational institutions to fully satisfy the need/ Specific measures have been proposed to intensify the marketing process in higher education institutions across the country, including the creation of special marketing departments in educational institutions, regular marketing research and data collection on the activities of the educational institution, studying the details of the internal and external environment of the educational institution, etc.
marketing, higher school, higher education system, educational services, marketing concept, marketing activity
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