MARKETING ASSETS OF THE HIGHER EDUCATIONAL INSTITUTION: IMPORTANT ASPECTS OF MANAGEMENT

Abstract

The article examines the relationship between long-term successes, competitiveness of the higher educational institution and better management of its marketing assets. The emphasis is placed on such marketing assets as the corporate culture of the university, staff loyalty, consumer loyalty, and the university’s reputation. The increase in the efficiency of the use of marketing assets as important intangible assets is linked to the more intensive integration of marketing in the general management system of the higher educational institution.