THE ROLE OF SPECIALISED AGENCY COMPANIES IN THE INTERNATIONAL EDUCATIONAL CONSULTING MARKET
DOI:
https://doi.org/10.36773/1818-1112-2025-136-1-241-245Keywords:
educational consulting, service model of educational consulting, education agent, foreign students, information asymmetry, codes of business ethics, marketing strategies, business reputationAbstract
The trends in the development of the international educational consulting market are studied and the role of educational agents in the functioning of the market under study is comprehensively analyzed. The activity of educational agents in terms of the service delivery model in the market is shown. The main entities offering services in the market of international consulting services for studying abroad, types of educational agents are described in terms of the specifics of interaction with educational institutions and payment for services (agents hired by a specific educational institution and independent consulting companies). The role of educational agents in interaction with consumers of services and educational institutions is revealed, and the importance of educational agents in the formation of social capital is emphasized. The impact of demand changes on the market strategies of educational agents is analyzed, which at the present stage include the expansion of geographical specialization, the growth of transnational educational organizations, the expansion of services provided, business models changes based on the use of modern technologies and educational platforms, etc. The practices of regulating the activities of educational agents are characterized, the subjects of regulation are shown with an emphasis on the role of professional associations in the field of consulting and service provision. Possible best practices and priority measures for regulating the activities of educational agents that can be recommended for use in emerging markets are highlighted. In particular they include the proactive use of consumer reviews in the marketing strategies of market subjects, the use of ethical codes, the establishment of market entry barriers, the development of policies for working with educational agents, both by individual educational organizations as well as by their associations.
The obtained results can be used to form marketing strategies of educational institutions and educational agents in the international educational consulting and recruiting market.
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