Abstract:

The purpose is to highlight the essence of information and communication technologies, to justify the relevance of their use in the marketing of educational services and to develop marketing-oriented strategies for the use of information and communication technologies in the educational process of the University. The object of the study is the educational process in higher education. The subject of the research is a set of actions aimed at the introduction of information and communication technologies in the educational process with the active participation of the teaching staff and students. The research is based on theoretical and empirical research using such methods as monitoring and survey, which allowed to summarize the results of the study of the problem in the educational process of the University, to highlight the competence approach of the teaching staff and students to the use of information and communication technologies, to recommend approaches to the adaptation of information and communication technologies to the requirements of modern education.