STRATEGIC MANAGEMENT DIRECTIONS OF CONSUMER BEHAVIOR TO ENHANCE COMPETITIVENESS IN THE HIGHER EDUCATION SERVICES MARKET

This thesis substantiates the relevance of strategic management of consumer behavior in the context of increasing competition in the higher education services market. The study examines the organization of higher education institutions’ activities based on market principles, as well as the identification and satisfaction of applicants’ and students’ needs in order to form competitive advantages. Furthermore, the impact of mechanisms aimed at ensuring student satisfaction and loyalty on the long-term sustainable development of higher education institutions is justified.