This article deals with a marketing approach to designing the profi le of higher school educational programmes and presents results of marketing research. The methodological basis of the study is the international algorithm for creating educational programmes, including surveys and focus groups. The study involved 1092 students of upper secondary schools in the period from January until December 2016. According to the analysis of trends in social and economic development and to educational needs of various social groups, the profi les of educational programmes in the humanities have been identifi ed. The model for developing educational programmes on the employer’s request in concordance with federal programmes for a specifi c administrative territory has been off ered. The organisational model using network forms is introduced to implement conditions for the eff ective management of vocational guidance and educational activities. The most attractive higher education programmes in the humanities now are “International Marketing”, “World Economy”, “Civil Law”, “Education Psychology” and “Personnel Management”.

design, profile of educational programme, marketing approach, target audience, research results

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Litvinova Svetlana
Academic Degree: Candidate of Sciences* in Education;
Place of work: Institute of Business Administration (Zelenograd Branch), Moscow City University; 2-oi Sel'skokhoziaistvennyi proezd 4/1, Moscow, 129226, Russian Federation;
Post: director;
ORCID: 0000-0002-4589-3688;
Email: _litsveta_@mail.ru. *According to the International Standard Classification of Education (ISCED) 2011, the degree of Candidate of Sciences (Cand.Sc.) belongs to ISCED level 8 — "doctoral or equivalent", together with PhD, DPhil, D.Lit, D.Sc, LL.D, Doctorate or similar.
Tanvel Irina
Place of work: Institute of State Administration; 80 Leninskii prospekt, Moscow, 119261, Russian Federation;
Post: associate director on addiitional education;
Email: tanveli@yandex.ru.