The problem of the effectiveness of vocational guidance activities of the university in the education marketing system

Fursov Andrey Lvovich, Khayrullin Mars Faritovich, Koryagina Inga Anatolyevna

This article discusses the problems of applying the theory of marketing in higher education on the example of career guidance activities conducted by each university. A review of the interpretation of the terms of education marketing by various researchers shows that the role of career guidance in the activities of the university has been underestimated and is limited to simply informing about the possibilities of the educational institution and the prospects associated with the development of various educational programs. At the same time, the analysis of the results of the pilot study of the evaluation by applicants of the effectiveness of vocational guidance activities of the university shows that the marketing tools of vocational guidance activities in the digital economy can and should be broader.

Keywords:marketing, marketing in education, education, professional orientation.