THE MARKETING STRATEGY OF AN EDUCATIONAL ORGANIZATION AS A TOOL FOR ENSURING SUSTAINABLE DEVELOPMENT AND FINANCIAL STABILITY (USING THE EXAMPLE OF NOVOSIBIRSK STATE UNIVERSITY OF ECONOMICS AND MANAGEMENT «NINH»)

The article analyzes the role of marketing strategy in ensuring sustainable development and financial sustainability of an educational organization. In the context of reduced government funding, marketing becomes a central instrument of university strategic management. Integration of marketing and sustainable development transforms marketing into a multidimensional value creation strategy for stakeholders. Empirical data show correlation between integrated marketing strategies and improved financial indicators: enrollment growth of 15–28%, reduction in student acquisition cost by 25–42%. Analysis of Russian and international university cases reveals effective practices: omnichannel career guidance, ambassador programs, integration of UN SDGs into educational programs. For NSUEM, a comprehensive set of measures is proposed: strategic positioning as a sustainable development center, development of digital marketing ecosystem, integration of ESG into continuing education, and implementation of marketing KPIs. These recommendations will strengthen competitive position and achieve financial sustainability.