MARKETING OF EDUCATIONAL SERVICES AS A TOOL FOR ENHANCING THE COMPETITIVENESS OF PRESCHOOL EDUCATION INSTITUTIONS

Abstract

The article is devoted to substantiating the marketing of educational services as an instrument for increasing the competitiveness of preschool education institutions in Ukraine in the context of intensifying competition and growing parental expectations regarding the quality, safety, and transparency of educational services. It analyzes the specificity of marketing activities in preschool education, emphasizing the dual nature of this sphere, where public regulation and educational standards coexist with market mechanisms and parental choice. The paper systematizes the main marketing tools through an adapted 7P framework, including the educational product (basic curriculum and additional developmental services), pricing policy (value-based pricing and differentiated service packages), accessibility of services (location, schedule, and convenience for families), communication activities (websites, social media, messengers, open-day events, and recommendations), personnel (competence, communication style, and pedagogical ethics), material and learning environment (safety, equipment, and comfort), as well as the reputation and brand of the institution (trust, history, partnerships, and public presence). The study examines how the integrated use of these tools shapes parents’ perceptions and decisions, reduces perceived risks when choosing a preschool, and supports long-term cooperation between families and educational providers. particular attention is paid to the role of digital communication channels and consistent feedback practices, which strengthen openness and credibility, as well as to service culture and the professionalism of staff as key determinants of competitive advantage. Based on the results of the analysis, the article proposes priority directions for improving marketing activities in preschool education institutions, including the development of a unique educational value proposition, segmentation of target parent groups, activation of digital marketing, enhancement of service standards and communication routines, and systematic formation of a positive institutional image within the local community through participation in projects and partnership initiatives.