graduate student
In the context of increasing competition, demographic changes and digital transformation, customer orientation is becoming a strategic management principle for modern educational organizations. The article reveals the multifaceted nature of customer orientation in the field of education, due to the presence of many groups of stakeholders — from students and parents to employers and the state. Three key conceptual approaches are analyzed: consumer, partner, and stakeholder, as well as their manifestation in Russian educational practice. Special attention is paid to the tools for implementing customer orientation: digital services, student-centered educational practices, communication policy and the creation of a comfortable educational environment. Based on the analysis of data from the Ministry of Education and Science, OECD, HSE and RANEPA, it is shown that the integrated use of these tools increases student satisfaction, the quality of education and the competitiveness of the university.
customer orientation, educational organization, student-centered, stakeholders, digitalization of education, service infrastructure, individual educational trajectory, quality of education
1. V rossiyskih vuzah uvelichilos' chislo studentov. URL:https://rsr-online.ru/news/2024/6/4/v-rossijskih-vuzah-uvelichilos-chislo-studentov/ (data obrascheniya: 10.09.2025 g.)
2. Petrova O.N., Ananchenkova P.I. Nepreryvnoe professional'noe obrazovanie kak element nacional'noy obrazovatel'noy sistemy. Etnosocium i mezhnacional'naya kul'tura. 2016. № 1 (91). S. 18-21.
3. Ananchenkova P.I. Imidzh kak faktor konkurentosposobnosti vysshego uchebnogo zavedeniya. Monografiya. – M.: ID ATiSO, 2013.
4. Tarick M., Ananchenkova P. New skills for new social reality. Labour and Social Relations Journal. 2019. T. 30. № 1. S. 130-137.
5. Kotler F. Osnovy marketiga. Kratkiy kurs: per. s angl. – Izdatel'skiy dom «Vil'yams», 2007.
6. Senge P. The Fifth Discipline: The Art & Practice of the Learning Organization. Doubleday/Currency, 1990
7. Freeman R. E. Stakeholder Management: A Stakeholder Approach. Marshfield, MA: Pitman Publishing, 1984.
8. Bolee 80 procentov rossiyskih universitetov pereshli na cifrovye platformy. URL:https://itrussia.media/ru/article/bolee-80-protsentov-rossiyskikh-universitetov-pereshli-na-ts (data obrascheniya: 10.09.2025 g.)
9. Tonkonog V.V., Ananchenkova P.I. Virtualizaciya regional'nogo obrazovatel'nogo prostranstva na osnove sistemy distancionnogo obucheniya. Uchenye zapiski Rossiyskoy Akademii predprinimatel'stva. 2018. T. 17. № 1. S. 229-238.
