КОМПЕТЕНТНОСТНЫЙ ПОДХОД К ФОРМИРОВАНИЮ МАРКЕТИНГОВОЙ КУЛЬТУРЫ БУДУЩИХ ПЕДАГОГОВ ДОШКОЛЬНОГО ОБРАЗОВАНИЯ

Purpose.  Marketing introduction in the field of education is capable to make beneficial impact both on experts of education, and on consumers of their production. The development of the market of educational services foregrounds the problem of the definition of aspects of formation of educational marketing and carrying out market researches in the field of education The necessity to increase the effectiveness of management in the sphere of education, search of innovative methods led to the use of marketing as a way of integrated management of production and sale of educational services which are understood as a complex of the services focused on realization of main objectives of education that allows to give the definition of educational marketing as the process of production and realization of educational services in the system of education, the demand based on consumers’ needs and satisfaction of this demand. Methodology.  In this article some aspects of realization of the policy in the field of educational marketing are considered. Results.  The model of formation of marketing culture of future specialists of preschool institutions on the example of a special course «Marketing in preschool education». Practical implications  which approbation was carried out in 2012-2014 in educational establishment «Baranovichi State University» (The Republic of Belarus) is offered.