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Marketing introduction in the field of education is capable to make a beneficial im-pact both on experts of education, and on consumers of their production. Marketing appli-cation for education is represented as an actual scientifically reasonable way of ensuring successful activity of an educational institution. Having established interrelation between labour market and needs of the personality, the educational institution is able to create a complex of competitive services demanded by the market of educational services. The de-velopment 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. For producers of services, including educational, the degree of commit-ment to marketing as a market philosophy is embodied in the degree, transition step supply-side orientation of the company to market, marketing orientation. 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 realiza-tion of main objectives of education that allows to give the definition of educational mar-keting 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. The realization of marketing technologies assumes focusing on such factors as the demand in educational services, the latest achievements in science and technology, the use of effective methods, technologies and tutorials, individualization of training, the mobility of training allowing to change character quickly, the contents and terms of training and quantity of students. In this article some aspects of realization of the policy in the field of educational marketing are considered. The model of formation of marketing culture of future specialists of preschool institutions on the example of a special course "Marketing in preschool educa-tion" which approbation was carried out in 2012-2014 in educational establishments "Bara-novichi State University" (The Republic of Belarus) is offered.Key words: educational marketing, marketing readiness, marketing culture, marketing activ-ity.

PROGRAM AND METHODICAL ASPECTS OF FORMATION OF STUDENTS’ COMPETENCES IN THE FIELD OF EDUCATIONAL MARKETING