MARKETING TOOLS OF HEIS IN COOPERATION WITH ATCS: NEW TRENDS AND PROSPECTS

Abstract

The article explores current approaches to cooperation between higher education institutions (HEIs) and amalgamated territorial communities (ATCs). In the context of the challenges caused by military aggression and in the context of the growing importance of marketing tools for the successful positioning of higher education institutions in the market, the authors draw attention to the potential of cooperation with ATCs. Such partnerships allow higher education institutions to solve a number of problems: attract applicants, promote the brand in ATCs, establish ties and communications with territorial communities, realize their scientific potential, develop cooperation with ATCs, and attract new sources of financial support. The authors study the use of marketing approaches that enhance the reputation and image of higher education institutions and allow them to develop partnerships with local businesses and public organizations. The authors analyze the needs of higher education institutions that can be addressed through cooperation with ATCs, including access to new resources and opportunities. Attention is also focused on the needs and problems of territorial communities that HEIs can solve due to such cooperation. Based on real examples of cooperation, the article reveals specific strategies based on a marketing approach that promote effective interaction between HIEs and ATCs in Ukraine. It consider the advantages of cooperation between higher education institutions and communities and investigates the conditions for successful cooperation between, them, such as equality and reciprocity of partnerships. The conclusions of the article emphasize the importance of using marketing tools in the interaction between HIEs and ATCs, the need for a systematic approach to cooperation based on mutual understanding and under consideration of the interests of both parties. The cooperation with ATCs is not only a marketing tool, but also a strategic direction of HIEs development, which can strengthen their position in a competitive environment and help fulfill an important scientific and educational mission as well as play a decisive role in the development of society.