Export of Higher Education: the Marketing Model

This article presents the results of a conducted analysis on realization of Russia’s exporting policies in the area of higher education. There were reported the following negative aspects in the area of higher education exporting policies: conceptual discrepancy of used approaches, backlog of competitors on application of marketing tools; insufficient number of researches of actuators of export activity in the system ―state-region-university‖; breakage between desired and actual position of Russia on international educational market. The purpose of this research is to develop marketing tools to control higher education export on all levels. The methodological base of this research is the following: dialectic, system, complex and situation approaches; statistical, comparative, and expert analysis as marketing research methods; graphical representation and interpretation of the information. The information base of the research is: open sources of information (Russian state service for statistics – Rosstat, (Rosstat, UNESCO), legal acts, state programs in the area of education, official sites of the Ministry of Sciences and Higher Education of Russian Federation, Rossotrudnichestvo, universities of the project ―5-100‖, analytical materials, expert evaluations. The results are the following: the main approaches to control of export of higher education were identified; a valuable approach to the export of higher education in the system ―state-region-university‖ with use of marketing tools were justified; systematization of the kinds of synergistic effects on the place where its arose; the version of eight-level chain of value of Russian education was offered; the element composition of marketing model of export of higher education was presented and necessity of development of regional modifications of the model was justified. Distinguishing feature of the offered model is the emphasis of integrated export policy management and omnichannel continuous interaction of key partners. Is an opportunity to use research’s conclusions and recommendations for developing export’s strategies of the state, regions, and universities development? Keywords—marketing educational export model; target audience; consumers' expectations; consumers’ educational value chain; consumers' satisfaction; synergistic effects of higher education export