ОСОБЛИВОСТІ КОНКУРЕНТОСПРОМОЖНОСТІ ЗАКЛАДУ ВИЩОЇ ОСВІТИ В УМОВАХ ПОГЛИБЛЕННЯ ЛОКАЛЬНОГО ТА ГЛОБАЛЬНОГО СУПЕРНИЦТВА

Abstract

The article is researched the issue of the competitiveness of higher education institutions in the conditions of deepening local and global rivalry. The characteristics of the competitiveness of the higher education institution are singled out: comparability, openness, dynamism, objectivity, image quality, systematicity, objectivity of the factors of competitive formation. The factors of competitiveness of the institution of higher education have been determined: usefulness (quality, compliance with the regulatory framework); consumer costs for educational services (consumption price); marketing factors that determine the effectiveness of the offer (promotion methods, service implementation channels, etc.). The features of educational services as non-commercial are determined. It is substantiated that the prerequisites for the formation and maintenance of a high level of competitiveness of higher education institutions are: the ability to quickly adapt to changes – the level of adaptability; the ability to implement innovative educational technologies – innovativeness; the ability to effectively use creative methods of solving problems, etc. In addition, the identified prerequisites are system-forming for the effective functioning of higher education institutions and their further development. The degree and quality of interaction with the market of educational services and the labor market were considered as an important factor in increasing the level of competitiveness of higher education institutions on the domestic and foreign markets. It has been proven that the key elements that determine the level of satisfaction of the needs of consumers of educational services are: individuals – obtaining a quality education that gives the opportunity to compete on the labor market for better working conditions; institution of higher education – in improving the image and increasing competitiveness; enterprises, institutions and organizations – in highly qualified personnel who have the following features: creativity, critical thinking, communication skills and the ability to work in a team; society – in economic, ecological and social development, which corresponds to the global concept of sustainability and spiritual development.