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The purpose of the article is to study and analyze the use of marketing tools by Ukrainian and Polish higher education institutions in the online sphere and compare the activity of higher education institutions of Ukraine and Poland in the social networks Facebook and Instagram by the number of user preferences of active accounts. This will serve as the basis for the development of a marketing strategy for higher education institutions to increase their competitiveness and popularize them in the educational services market. The article reviews the professional literature on the issues under study, which allows to distinguish the interpretation of the term of «marketing of educational services». The relevance of reorientation of higher education institutions in terms of the use of marketing tools from offline to online sphere is substantiated. The activity of higher education institutions of Ukraine and Poland in social networks is analyzed. The rating of the top 10 pages of higher education institutions of Ukraine and Poland on Facebook and Instagram is studied by the number of user preferences of active accounts. It is determined that higher education institutions actively share information on their Facebook and Instagram pages, where they also post information on education, educational process, various activities in higher education institutions. It is concluded that at the present stage of functioning, marketing tools in the online sphere are a key communicator between higher education institutions and consumers of educational services. In view of this, higher education institutions need to focus the main vector of attention on the maximum use of Internet marketing. For higher education institutions, it is proposed to develop social media promotion strategies that will cover both the content plan and the target audience.

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Analyzing the Marketing Tools of Higher Education Institutions in the Online Sphere: A Comparative Analysis of the Experience of Ukrainian and Polish Universities