Marketing strategies for the development of the Ukrainian market of educational services. The aim of the article. The article is aimed at a systematic analysis of the current state of the Ukrainian market of educational services, identifying its main challenges and opportunities for development in the conditions of war and global transformations, as well as formulating promising directions for the modernization of this area, taking into account national and international experience. Analysis results. The article analyzes the current state of the market of educational services in Ukraine, identifies the main trends in its development in the context of European integration, digitalization and globalization. Particular attention is paid to changes in the structure of supply and demand for educational services, adaptation of educational institutions to new challenges, as well as the impact of demographic, economic and social factors on market dynamics. migration of students and teachers. The main challenges are outlined, in particular demographic changes, migration processes and the impact of martial law, which affect the functioning of the educational sector. Strategic directions of development are proposed, including modernization of management technologies, integration with international educational systems and improvement of the quality of educational services. Directions for improving the national policy in the field of education are proposed, taking into account the experience of the EU countries and the prospects for Ukraine's integration into the European educational space. The authors emphasize the need for innovative approaches to the management of educational institutions, the development of distance technologies and the strengthening of partnerships between the state, business and educational structures. The results of the research are directly applicable in the practical activities of higher education institutions to increase competitiveness: the implementation of competitive strategies provides a stable advantage over other institutions and solves current strategic problems; in the field of adaptation to market changes: the introduction of hybrid forms of education and new technologies allows educational institutions to effectively respond to challenges related to the war with russia and other factors; for the development of strategic Management: the formation of strategic management models based on competitive advantages contributes to the sustainable development of educational institutions. Conclusions and direction for further research. Taking into account the results obtained, in order to increase the effectiveness of marketing strategies for promoting educational services in educational institutions, it is advisable to expand the tools of personalized marketing through adaptive content, targeted advertising and automation of communications; increase the presence of universities in social networks using visual content, video marketing and formats of interactive interaction with applicants; develop international cooperation through participation in rankings, international competitions and accreditation of educational programs according to European standards; to introduce lateral marketing in the development of new educational products, adapting them to the requirements of the labor market and new technologies; attract alternative sources of funding, including business partnerships, grants, and funding mechanisms through educational funds. Future research may focus on evaluating the effectiveness of the implemented marketing strategies: analyzing the results and impact on the competitiveness of educational institutions, studying the behavior of consumers of educational services: studying students' motivations and expectations to better meet their needs, developing new marketing tools and methods: taking into account the rapid development of technology and the changing information environment.
Tkachova et al. (Tue,) studied this question.