Author: Larisa M. Kapustina, Dr. Sc. (Ec.), Prof., Head of Marketing & International Management Dept.; Yevgenia A. Zhadko, Sr. lecturer of Marketing & International Management Dept.

Abstract: The article explores the issues of positioning of the organizations of secondary education in educational services market. The authors examine the approaches to the concept “positioning” and apply the method of positioning maps. As a result of the undertaken marketing research the paper presents the positions of colleges (secondary technical education organizations) competing in Yekaterinburg’s educational market. The authors formulate recommendations on how to form an effective positioning concept for Ural State College named after Ivan I. Polzunov.

Key words: organizations of secondary vocational education; competition in the regional market of educational services; positioning; positioning map.