Тhe relevance of the topic is due to the need to expand the financial autonomy of higher educational institutions (hereinafter referred to as the HEI) in Ukraine, the need to maximize the generation of their own cash receipts by providing paid services of the HEI, to improve the management efficiency of the HEI in a market economy.
The market, with its industries, is in a state of flux. We observe how the needs of sectors of the economy for resources and the level of training of specialists are changing. There is a change in the influence of factors on economic processes, the role of the segments of the regional economy participating in economic processes is changing. The educational complex should contribute to the formation of not only the labor resource of the country. To implement in the field of education and science support of the labor resource at the required level, effectively based on the needs of the regional economy and other resources - industrial. By predetermining the priority sectors in the development of the regional economy, the educational infrastructure of Ukraine should set the vectors for the development of the labor market of the economy as a whole, and not only serve the existing infrastructure of the regional economy. To maximize the satisfaction of the needs of both consumers of educational services and the needs of the regional economy in production resources.
The article formed the author's understanding of the concepts of "market", "educational service", "market of paid services that can be provided by HEI", presented the features of the market of paid services that can be provided by HEI in Ukraine, carried out an analysis of the regulatory framework for the provision of paid services by HEI, identified a generalized composition of participants, which are divided into generally recognized and proposed, and developed a road map for the introduction of paid services by HEI.
After conducting research in the direction of the chosen topic, it was determined that the formation and development of the educational services market is taking place in accordance with certain global trends, namely: 1) the desire for a democratic education system, that is, the availability of education to the entire population of the country and the continuity of its stages and levels, provision of autonomy and independence to educational institutions; 2) ensuring the right to education for everyone (the opportunity and equal chances for each person to get an education in an educational institution of any type, regardless of nationality and race); 3) the significant influence of socio-economic factors on education (cultural and educational monopoly of certain ethnic minorities, paid forms of education, manifestation of chauvinism and racism); 4) an increase in the range of educational and organizational activities aimed at both satisfying diverse interests and developing the abilities of students; 5) the growth of the educational services market; 6) expanding the network of higher education and changing the social composition of the student body (becoming more democratic); 7) in the field of education management, the search for a compromise between rigid centralization and full autonomy; 8) education is becoming a priority object of funding in the developed countries of the world; 9) constant updating and adjustment of school and university educational programs; 10) a departure from the orientation towards the "average student", an increased interest in gifted children and young people, in the peculiarities of the disclosure and development of their abilities in the process and by means of education; 11) search for additional resources for the education of children with developmental disabilities, children with disabilities.
According to the results of the study, the authors proposed to expand the structures characteristic of the educational services market. Insofar as the market for educational services includes many national educational systems, each of which has its own management model, structure, goals, objectives and problems, and the profit from the activities of such structures can also be expanded.
GENDER-SENSITIVE APPROACH AS A BASIS FOR QUALITY ASSURANCE OF EDUCATIONAL SERVICES FOR CAREER GUIDANCE AND PROFESSIONALIZATION OF STUDENT YOUTH IN NEW SOCIO-CULTURAL CONDITIONS