Abstract
Modern higher education is characterized by high competition provided educational services. The functioning of the university in a market environment implies its entrepreneurial activity, which is aimed at the wide involvement of consumers of educational services. The strategy of the university is to transform it into real competitive advantages in the form of competitive educational services and programs based on the analysis of environmental factors and the components of its competitive potential. The innovation policy strategy defines the general direction of the vision, mission, long-term goals of the innovation policy of the university, based on the philosophy of its development and the needs of consumers of educational services, based on his intellectual potential as the basis of life. In its innovation development policy, each university needs to determine why and how it should develop at the present time in order to realize the vision, mission and achieve the desired goals in the future. The paper considers innovative approaches to managing the competitiveness of a higher educational institution in the educational services market. It has been proved that in competitive market conditions, each university must implement its own individual management system, diversify the range and content of educational services, master the marketing aspects of educational and scientific activities in order to attract consumers and increase competitiveness in the modern conditions of educational market development. The paper also substantiates that the problems of ensuring the competitiveness of universities and the choice of a strategy for their activities in the conditions of regional competition is an important issue not only within the framework of a single higher educational institution, but also for the region and the state as a whole. Solving the tasks of optimizing the activities of educational institutions as independent units in the market of educational services as a result will contribute to the harmonious development of both a single university and the higher education system as a whole, which will inevitably have a positive impact on the overall level of training of qualified specialists in this field of activity.
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