Scientific and Theoretical Approaches to Studying Social Marketing in Higher Education

This article examines the theoretical and methodological foundations of social marketing and the specific features of its application in higher education, particularly in the context of inclusive education. The purpose of the study is to systematize the major theoretical approaches to social marketing and identify their potential for ensuring equal access to educational opportunities. The research employs historical-logical, comparative, and structural-functional analysis, as well as theoretical generalization and systematization of scientific approaches. Particular attention is paid to the evolution of social marketing, the distinctions between social and commercial marketing, and behavioral theories explaining changes in the decisions and actions of target groups. The study adapts the 8P marketing mix to inclusive higher education, encompassing educational services, costs, accessibility, communication, human resources, partnerships, institutional policies, and financing. The findings demonstrate that social marketing can coordinate educational demand, adapt educational provision, and improve institutional conditions. The study identifies its key functions, implementation constraints, and practical significance for developing an accessible and socially effective higher education environment.