Study of the development trends of the higher education market in the conditions of war

The purpose of the study is to analyze the change in demand for higher education in conditions of a stable environment (during 2018–2021) and in the conditions caused by the full-scale invasion of Ukraine in 2022 by Russia.

To achieve the goal, the following research methods were used: systemic method to perform a comprehensive study of the situation and dynamics of the development of the higher education market; monitoring – to observe the update of information of the State Statistics Service of Ukraine regarding changes in the population’s income, the number of internally displaced persons and the loss employment level; statistical method – to analyze the dynamics of changes in the number of secondary education and special education completion, the number of students receiving education for the second time, state budget in the field of education;comparison method – to establish differences of demand in different regions of Ukraine; graphic method – to create a convenient and compact display of marketing research results; generalization – to establish the factors affecting the change in demand during the war; survey – to collect primary marketing information researching consumers of higher education services on the example of the Institute of Economics and Management of the Lviv Polytechnic National University. The information base of the research is statistical data generated by the State Statistics Service of Ukraine and laws, resolutions, and reports approved by the Verkhovna Rada of Ukraine.

The higher education market was analyzed and it was established that in a stable environment, the demand for higher education is high, but during the years 2018–2021 there is a noticeable decrease in the pace of development. The main factors that influenced the decrease in the popularity of higher education among the population are the decrease in education funding and the increase in the spending of education in institutions of higher education, the glut of the labor market by specialists with higher education and the need for workers with skills that can be obtained in institutions of professional pre- higher education. It was established that in the conditions of the war, the main reason for the decrease in demand for higher education is mass emigration of the population, internal displacement of people, which has caused an increase in the popularity of higher educational institutions in Western Ukraine.

The results of the study are primarily of interest to public administration specialists, since the level of education of the population is the main factor affecting the potential of the country, its economic and scientific progress.

The article identifies a number of factors affecting the change in the popularity of higher education among the population of different age categories. An action plan has been developed that will reduce the “brain drain” from Ukraine.