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The article is aimed at theoretical substantiating the essence features of marketing innovations in educational activities, defining their features in the current conditions and identifying their characteristics. It is proved that marketing innovations play an important role in the development of educational activities of a university. The introduction of an innovative product or service into the university’s activities allows to make the latter more successful. The use of modern research methodologies, the involvement of stakeholders will ensure the development of the university’s entrepreneurial activity, increase its competitiveness in the educational services market. In order to determine the essence of marketing innovations in educational activities and its manifestation in the educational services market, the article analyzes its constituent elements: actors of marketing relations and the functions of these entities in the market; scope, goals and objects of marketing of innovations in educational activities; principles, instruments and peculiarities of implementation. It is proved that the marketing of innovations in educational activities should be understood as a management conception focused on the effective use of the university’s potential and resources to satisfy consumers and make a profit by developing and implementing innovations. It is defined that the main task of marketing innovations is: determining the ways and actions to ensure that innovative products as ware represent value and usefulness for potential consumers, informing consumers about this, and ensuring the availability of ware. Solving these tasks is provided by using the following marketing methods: research of the market and the needs of potential consumers; search for possible applications of an innovative product; organization of its promotion to the market; use of pricing methods, along with various forms and methods of sale. The use of marketing orientation when introducing innovations in educational activities involves continuous analyzing the needs of consumers of educational services, determining the structure of consumer motives, researching their reactions to a new or updated service, and constantly monitoring both the existing and the potential opportunities of the university. Therefore, the prospects for further research in this direction are the definition of directions and instruments for monitoring the innovation and marketing activities of the university.

The Theoretical Aspects of Marketing Innovations in Educational Activities