Introduction. The digital economy has led to the emergence of new forms of education and made information more accessible. As a result, the need for educational institutions to conduct marketing activities in order to promote their services has appeared. At the same time, the organisation, functioning process and management features of the marketing system of the university remain insufficiently studied.
The aim of the article is to systematise the developments in the field of research of the marketing complex of higher education organisations, to emphasise their relationship with the marketing assets of the university, and to describe the qualitative composition of the latter. To prepare recommendations for the integration of holistic marketing principles into the management process of the marketing system of the organisation, to justify the prospects and usefulness of such integration.
Methods. In the course of the research, theoretical methods of analysis and synthesis, methods of conceptual and figurative modelling were used, as well as the scripting method and the Foresight method.
Results. Scientific approaches to managing the marketing complex of educational organisations, which form their marketing assets, have been systematised.
Scientific novelty. The authors propose and justify transforming the approach to managing university marketing systems by integrating marketing management principles that link management decisions with the current state and dynamics of marketing assets.
Practical significance. The study offers practical ways to improve the quality of marketing assets available to educational organisations, which can increase the attractiveness of their offerings. The study also provides tools for predicting the potentially achievable results of modernisation efforts.