Importance The article focuses on developing a marketing strategy for the university acting in a dynamic environment. The issue is relevant as contemporary regional universities have to deal with the State educational policy aimed at reducing the number of higher educational institutions and their branches, cutting finance, increased competition in the regional, national and global markets, growing importance of international and national ratings, demographic and social challenges. Objectives The study was conducted to develop a marketing strategy for adapting the Russian universities by addressing the following tasks: an analysis of strategic marketing planning, description and classification of marketing strategies; substantiation of a choice of marketing strategy. Methods In this research, using the systems approach, I analyze different aspects of strategic marketing planning of the university and determine criteria for selecting a particular marketing strategy on the basis of a market research of educational services provided by the university. Results I formulate a set of marketing strategies enabling the university to adapt to today's dynamic marketing environment. Conclusions and Relevance As part of marketing strategies, regional higher educational institutions, at various management levels, set up strategic objectives grouped by attainability areas and in accordance with the criteria developed in the following blocks, i.e. economy (reaching a higher profitability level of educational services); consumption (growth in the market share, increase in repeat purchases of educational services and others); production (improving the quality of services and alignment with the price); communications (growth in positive references in the media, increased brand recognition, positive brand publicity, etc.); personnel (horizontal and vertical growth of purchasing power parity, etc.). It enables universities to adapt to changes in subsystems of the marketing environment.
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