Modern Development Of The Educational Environment Of Higher Educational Institutions


The authors carried out a full-scale analytical study of macroeconomic trends that will influence the development of education systems around the world. We refer to the basic trends: total digitalization and accelerated pace of introducing innovations into the daily life of society, globalization of markets, increased competition, higher education costs, internationalization of education and research, increased mobility and expansion of human opportunities, increased accessibility of education and continuity of education, cognitive revolution, decrease in the growth rate of the quality of education and the benefits that it brings to the student. According to the results of the situational analysis the authors propose marketing tools for solving the identified problems which are dialectically determined by the current stage of the development of the society. The necessity of branding implementation at universities is justified. The hybrid education is supposed to be a suitable variant of education under the pandemic because it allows to form a graduate with skills and abilities which are in demand on the market (firstly, soft skills and emotional intelligence).

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