Analysis of the marketing environment in the educational space

Higher education institutions around the world face a variety of challenges, forcing them to constantly focus on development and to be competitive. In order to maintain competitiveness, higher education institutions need to modernize their internal structure and follow modern trends.
Against the backdrop of the pandemic situation, the challenge for each educational institution was to successfully move to a distance learning model.
The aim of this study is to study the marketing environment of the current educational space, to identify the challenges of the educational environment from both the private and public sectors.
This study identified respondents' attitudes toward higher education institutions, prioritized them, determined the degree of satisfaction with the academic staff and infrastructure of higher education institutions, and how successful educational institutions are in distance learning.
Before obtaining the primary information, we found secondary information about the research in various papers and statistical data. As a result of the retrieval of the information, the relevance of the topic was revealed, which led us to study the marketing environment of higher education institutions. Respondents were selected by random sampling. We sent the questionnaires to the respondents via social network and e-mail. The study found that the qualifications of academic staff, as well as infrastructure, taxes, and a high-quality technology base play a major role in the selection of higher education institutions by the respondent. The respondents also expressed a positive attitude towards foreign educational institutions. The main results and recommendations of the study are given at the end of the paper.