MARKETING OF HIGHER EDUCATION INSTITUTIONS IN THE FACE OF DIGITAL TRANSFORMATION ON THE EXAMPLE OF POLAND AND UKRAINE = МАРКЕТИНГ ВНЗ В ОБЛИЧЧІ ЦИФРОВОЇ ТРАНСФОРМАЦІЇ НА ПРИКЛАДІ ПОЛЬЩІ ТА УКРАЇНИ

Abstract

Today, education has become a global service provided by quasi-com- panies in an increasingly complex and competitive knowledge market. Consumers of educational services are more sensitive to the impact of external factors and trends related to the socio-economic situation, market, technology, geopolitics and the environmen. And the competitiveness of higher education institutions is built primarily through internal aspects such as the level of corporate culture and the effectiveness of marketing strategies [3]. In this context, the reputation of higher education institutions is one of the key factors influencing the choice of future students.