The article discusses the practice of using a product approach in the framework of marketing control based on the materials of the National Research University "BelSU". The analysis of sources on this topic makes it possible to conclude that at present the educational market is represented by aggressive competition of educational institutions of higher education. This requires an assessment of the effectiveness of the marketing policy chosen by the university, including those aimed at identifying the needs and expectations of consumers. The literature provides a complete description of the methodology of marketing control for commercial organizations. However, there is no descriptive practice of implementing marketing control in educational organizations. These factors have led to the emergence of a research request for the practice of applying the product approach in the framework of marketing control. As part of the study, the practice of monitoring consumer satisfaction of the National Research University "BelSU" for 2010-2022 is considered on the example of the category "students of complementary vocational education"; an attempt is made to assess the effectiveness of using the product approach in marketing control; basic indicators are determined taking into account the specifics of educational activities for the group of respondents "students of additional vocational education"; the influence of the product approach in marketing control is revealed for the sustainable development of the university. [For the complete volume, "University 4.0 and Educational Technology for Sustainable Development: Best Practices and Perspectives in Russia and Central Asia. Education in the Asia-Pacific Region: Issues, Concerns and Prospects. Volume 75," see ED675741.]