INTERNAL MARKETING IN THE COMPETITIVE ABILITY PROVISIONS OF HIGHER EDUCATION INSTITUTIONS  

Kukhtinova Lyudmila Georgievna, Doctor of economic sciences, professor, sub-department of management, Penza State University, lgk-penza@mail.ru
Firsova Irina Anatolyevna, Doctor of economic sciences, associate professor, sub-department of marketing, University of Finance under the Government of the Russian Federation, Firsova-mjscow@yandex.ru

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The authors state peculiarities of educational services, educational services marketing and distinguish groups of educational product consumers, specific character of educational services market. In order to determine competitive sides the researchers analyze internal and external domain of an education institution. The article defines the importance of internal marketing in providing competitiveness of educational services. The authors also study the problems of providing competitiveness of education services under present-day conditions. The work proves the necessity of implementing effective tools of internal marketing for creation of competitive
advantages of higher education institutions.

educational services, groups of educational product consumers, educational services marketing, educational services market, internal and external domain of an educational institution, modern reforms in higher education, competitiveness of a higher education institution, internal marketing at a higher education institution.