Marketing Technologies in Higher Education for Identifying the Needs of Consumers in Lifelong Learning

Abstract

Ukraine has created a competitive market of educational services, the supply of which has made a tremendous surge in the last 10 years. Trends in the development of higher education indicate that, on the one hand, decline in the number of student leads to a reduction in the number of higher education institutions, and on the other, there is a need to maintain the highly professional teaching staff. The analysis of statistics shows that this tendency is common for most of the Eastern European countries. One way to improve the situation in higher education is by looking into non-traditional education such as lifelong learning. This article presents the results of marketing research of consumer needs in continuing education. It is concluded that the use of Internet marketing technologies, in particular the content marketing,  provide the maximum study of consumers of educational services and, as a consequence, meet their needs.