Матричні Методи Та Моделі Економічного Аналізу В Маркетинговій Діяльності Закладів Вищої Освіти[Matrix Methods and Models of Economic Analysis in the Marketing Activity of Higher Educational Establishments]

On the present stage of the development of educational environment, it is necessary to use the scientific tools for understanding the market patterns of the interaction of demand and supply of educational services, which will allow not only to navigate the consumer preferences but also to form them. It is in these circumstances that it is extremely important to study changes in the volume of demand for educational services in order to adapt them to the system of higher education. The aim of the article is to substantiate the theoretical positions and develop practical recommendations for the definition of the competitive marketing strategy of higher education organizations in the market of educational services with the help of modern approaches and methods of economic-mathematical modeling. The practical significance of the obtained results is the introduction of methodological provisions for forecasting the demand and supply of educational services for higher educational establishments. The complexity and interdependence of managerial problems in the system of higher education require new ideas and approaches, which necessitates the search for new definite solutions, namely: the research paper offers the method of optimal distribution of budgetary places of the university by means of practical application of the theory of system constraints and the theory of fuzzy sets. Along with that, the calculation of the optimal number of students of the corresponding specialty with the help of cluster analysis has been carried out. In addition, an important place for improvement and development is taken by the economics and mathematical methods and methods of linear programming, they are effective means of identifying the most influential factors in achieving the goals of a higher educational establishment and justifying the marketing strategy of its development in modern conditions. To predict the quantitative values of social and economic indicators, the use of econometric modeling methods, in particular, the construction of regression models remains effective. The conducted research gives grounds to state the appropriateness of solving the actual problem of choosing the best strategies of higher educational establishments with the help of modern approaches and methods of economic and mathematical modeling. The tasks of further research on this issue are the pursuit of forecasting the future demand for specialists in the region and the country as a whole, taking into account the development of innovative technologies, investment programs through system analysis and simulation modeling.