Home – Home – Jornals – Professional Education in the Modern World 2011 number 1

In the article there are analyzed some reasons of discrepancy between the quality of higher education and the job market needs, as well as the ways of resolving this problem. In particular, there is offered a marketing conception of improvement of the educational services quality for the Institute of Advertising and Public Relations (Novosibirsk Teachers’ Training University). The aim of this conception is to form loyalty of consumers and staff-members of the higher educational establishment. It presupposes introduction of the main marketing management principles, taking into consideration the peculiarity of the educational sphere. The main recommendations include: formation of the corporative culture on the basis of marketing thinking of the entire staff of the higher educational establishment; improvement of the career development system; building a new system of relations with the customers (including employers).