MANAGEMENT OF COMPETITIVENESS OF THE HIGHER EDUCATION INSTITUTION IN THE CONDITIONS OF DYNAMICALLY DEVELOPING ENVIRONMENT

Conceptual and practical results of the research of problems of competitiveness of higher educational institution at the modern market of education are presented in the article. The purpose of this work is identification of the directions of increasing competitiveness of higher educational institution as a part of administrative activity at higher educational institutions. The basis of research are the methods of system analysis, comparative analysis, expert estimates, and the analysis of key factors of success. Collecting and analysis of factual material was carried out on the basis of the results of researches conducted in 2017 based on the expert estimates and sociological polls of students of higher educational institutions, teachers and representatives of employers of Taganrog. Modern features of management of competitiveness of higher educational institution are examined, and the problem zones reducing management efficiency are defined. The factors of the external environment influencing management of competitiveness of higher educational institution are revealed. Key factors of success by their importance for modern education market are defined and ranged. The expediency of correction of image of higher educational institution as the instrument of formation of interaction with the external environment in the desirable direction by means of PR-service of higher educational institution is proved. It is shown that the mechanisms of formation of competitive actions have to be entered in a control system and administrations of higher educational institution. The most important factors of competitiveness of higher educational institution have determined the cost of educational service, existence of the budgetary places, quality of educational process, qualification of PPS, existence of the hostel, dining room, gyms, and other infrastructures, comfort of educational and auxiliary rooms, a share of innovative training, and research level. The attractive image also promotes increase in competitiveness of higher educational institution; in this connection it is possible to recommend introduction of PR-service into organizational structure of higher educational institution.

market of educational services, educational service, key success factors, evaluation of competitive positions, competitive capacity of higher educational institution, expert assessments, image of higher educational institution, competitiveness, PR-service of higher educational institution, corporate blog, special events.

Yankina I. A., Ilchenko I. A., Dagaeva E. A. Management of competitiveness of the higher education institution in the conditions of dynamically developing environment // Business. Education. Law. 2018. No. 3 (44). P. 106–113. DOI: 10.25683/ VOLBI.2018.44.336.