MARKETING INTERACTION ON THE MARKET OF EDUCATIONAL SERVICES IN RUSSIA

The subject of the research is the activity of educational institutions in the regions of the Russian Federation. The aim is to study the application of interaction marketing in the activities of educational institutions in the regions of the Russian Federation. The hypothesis of the study assumes that the introduction of interaction marketing changes the activities of educational institutions in Russia. The following methods are applied: methods of nonparametric statistics, data visualization. The calculations are performed in the program Statistica 6. Results of the research: 1) Introduction of interaction marketing into the activities of domestic regional universities is carried out in areas of strengthening communication links between universities and domestic and foreign universities, employers. 2) Prevailing in the activities of domestic regional universities are communication links with foreign universities and employers, while insufficient attention is paid to professional communication between universities. 3) the interaction of communication links between educational institutions and stakeholders has a weak synergetic effect: the strengthening of one type of communication leads to the strengthening of another type of communication. 4) a Number of educational institutions are characterized by the presence of extreme values of indicators characterizing the introduction of marketing interaction in the activities of educational institutions. The largest number of such educational institutions in the city Moscow and Tomsk region, which indicates the emergence in these regions points of growth in the development of modern educational technologies. 5) there were no Significant differences between groups of educational institutions implementing interaction marketing located in the RF subjects. Summary. The introduction of interaction marketing in the activities of educational institutions in Russia is at an early stage. Currently, there are no tools for the development of communication links between educational institutions and stakeholders. To improve the efficiency of educational institutions in the framework of integration into the world scientific community, it is necessary to form a set of strategic decisions aimed at intensifying the introduction of marketing methods of interaction in educational processes.

interaction marketing, the market of educational services, activities of educational institutions, non-parametric statistics, a synergistic effect

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