Tendencies of marketing development on market of education services in field of culture and arts

The authors reviewed four key questions of the problem: 1) specific characteristics of higher education in the field of culture and arts in modern conditions; 2) current state of the market of higher education services in the field of culture and arts in Russia and abroad; 3) features of marketing in the field of arts and culture; 4) key areas of marketing development on the market of higher education services in the field of culture and arts. Some aspects of development of the global market of higher education services were studied. The results of the expert question, concerning the importance and power of the influence of the instruments of the educational reform of higher education in Russia were obtained. It is shown that education in the field of culture and arts has specific features: 1) general features of professional programs of education; 2) features of educational programs in the types of arts that should be professionally oriented; 3) features of multi-level education in different arts. It is shown that in modern conditions, the issue of marketing or the coordination of the interests of the consumer of education services in the field of culture and arts, and the producer of these services, that is, the educational institution in the field of culture and arts, is becoming especially urgent. It is revealed that marketing in the field of culture and art is a fairly new and insufficiently studied object of research. The study of three key areas of marketing development on the market of higher education services in the field of culture and arts in comparison with the general trends on the education market has been carried out. The first is the growth of marketing costs in connection with the need to develop customer loyalty programs. The second is the problem of choice within the client-oriented strategy. The third is insufficient effectiveness of marketing research in connection with the growth of costs for these studies. It is shown that in these areas, the specific nature of services in the field of culture and art is manifested.