Abstract
<jats:p>The article examines contemporary trends in the development of the educational services market in Kazakhstan and presents the results of an analysis of the macro- and microenvironment of the Faculty of Philology at al-Farabi Kazakh National University in the context of digital transformation and the internationalization of higher education. The authors summarized market trends, identified target segments, and determined established sustainable tendences. The analysis of the micro-environment showed that the faculty’s educational programs are designed for different segments and target audiences, distinguishing themselves from competing universities through a number of specific features and advantages. Based on comparative and SWOT analysis, a positioning matrix of specific educational programs was developed, and the competitive landscape and strategic directions for development were identified. At the macro-environment level, PEST analysis was used to identify key factors that served as the basis for developing strategies for the advancement of educational programs.</jats:p>