Гавва Руслан Витальевич


ORCID: 0000-0002-4781-8550 e-mail


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primenenie-instrumentov-innovatsionnogo-marketinga-v-obrazovatelnoy-deyatelnosti-uchrezhdeniy-vysshego-obrazovaniya

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ORCID: 0000-0002-4781-8550
e-mail: gavva@rambler.ru 
Lozhkomoeva Evgeniya 
Candidate of Economic Sciences,
Moscow Pedagogical State University, 
Moscow, Russia 
ORCID: 0000-0003-0191-1407
e-mail: Logkomoeva_en@mail.ru
Nechaeva Tamara 
Candidate of Economic Sciences,
MIREA – Russian Technological
University, Moscow, Russia
ORCID: 0000-0002-6693-9307
e-mail: tamara_nechaeva@mail.ru
APPLICATION OF INNOVATIVE MARKETING 
TOOLS IN EDUCATIONAL ACTIVITIES OF HIGHER 
EDUCATION INSTITUTIONS
Abstract. The main tools of innovative marketing in the educational activities of higher edu-
cation have been considered. Features and possibilities of their application have been defined. 
New conditions of educational activity have been designated. The necessity of using the market-
ing methodology in educational activities due to the active development of the higher education 
market has been substantiated. It has been proposed to allocate a separate place to market-
ing in the quality management system of educational services. The principles of quality man-
agement system of educational process of higher educational institutions on the basis of use 
of technologies and tools of innovative marketing have been defined. The improved schemes 
of interrelation and succession of processes of training have been offered. A set of parameters 
and indicators to assess the effectiveness of innovative marketing tools has been recommended.
Keywords: tools of innovative marketing, features and specificity of application, marketing 
in education, improving quality of education, schemes of interrelation and continuity, 
evaluation parameters.

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