FACTORS DETERMINING THE COMPETITIVENESS OF AN INSTITUTION OF HIGHER EDUCATION IN THE GLOBALIZATION OF THE EDUCATIONAL SERVICES MARKET

Abstract

The article analyzes the factors of competitive advantages of higher education institutions, outlines the directions of development of domestic higher education institutions within the framework of reforming the higher education system in the conditions of globalization of the educational services market. To achieve the goal, a number of theoretical methods of scientific knowledge were used: analysis of economic, psychological-pedagogical and methodical literature, systematization, observation, comparison and generalization. According to certain aspects, the globalization of the educational services market determines the in-depth development of higher education and acts as a factor in the growth of scientific and intellectual prospects of the community, and the production of a competitive sphere in the market of educational services is defined as one of the highest levels of the national development priorities of the country. The modern market of educational services is characterized by a state when offers on the education market significantly exceed demand, which conditions the implementation of educational activities of higher education institutions in conditions of cross-cutting competition, which is constantly increasing due to growing demands for quality from the state and future specialists. The presented analysis of the factors of the competitive advantages of higher education institutions within the framework of the reform of the higher education system in the conditions of the globalization of the educational services market testified that the competitiveness of higher educational institutions includes the ability of the institution to optimally satisfy the existing and influence the formation of future demands of consumers of educational services through its own competitive advantages. The main aspects of the definition of the category «competitiveness of higher education institutions» can be defined as: comparability, openness, dynamism, objectivity, image quality, systematicity, objectivity of the factors of formation of competitive advantages. Prospects for further research are subject to existing approaches to uncovering the essence of the main features of monitoring the competitive environment of higher education institutions; analysis of the influence of the system of external and internal factors on the formation of the competitive advantages of the ZVO in conditions of martial law. The technology for evaluating the competitive environment of higher education institutions requires clarification, which requires the study of appropriate tools.