STRATEGIC MANAGEMENT DIRECTIONS OF CONSUMER BEHAVIOR TO ENHANCE COMPETITIVENESS IN THE HIGHER EDUCATION SERVICES MARKET
Keywords:
Higher education market, educational services, competitive environment, consumer behavior, strategic marketing, segmentation, differentiation.Abstract
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.References
Philip Kotler, Kevin Lane Keller. Marketing Management. – Pearson Education, 2016.
Philip Kotler, Karen F. A. Fox. Strategic Marketing for Educational Institutions. – Prentice Hall, 1995.
Leon G. Schiffman, Joseph Wisenblit. Consumer Behavior. – Pearson Education, 2019.
Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. Services Marketing: Integrating Customer Focus Across the Firm. – McGraw-Hill Education, 2018.
Michael E. Porter. Competitive Strategy: Techniques for Analyzing Industries and Competitors. – Free Press,
UNESCO. Higher Education in a Globalized Society. – Paris, 2021.
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Published
2026-02-14
How to Cite
Qodirov Uktamjon Abdumannonovich. (2026). STRATEGIC MANAGEMENT DIRECTIONS OF CONSUMER BEHAVIOR TO ENHANCE COMPETITIVENESS IN THE HIGHER EDUCATION SERVICES MARKET. Ethiopian International Multidisciplinary Research Conferences, 2(1), 222–224. Retrieved from https://eijmr.org/conferences/index.php/eimrc/article/view/1954
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