Key words: educational service, marketing models, traditional classification, student engagement
Summary
In our modern society, the education system is moving away from the old traditional model of activity and towards a more flexible, digital and consumer-oriented approach. This article clearly analyzes the theoretical foundations of the consumer-oriented classification of educational services, the student-oriented service model, consumer characteristics in the education market, the main factors of service and student-centered innovative positions. The aim of the article is to shape educational services in accordance with the needs and desires of the student, to explain the features of the student-centered model and to evaluate its implementation issues.
