FACTORS OF COMPETITIVENESS OF HIGHER EDUCATION INSTITUTIONS IN THE RUSSIAN EDUCATIONAL SERVICES MARKET

This article is devoted to the analysis of factors affecting the competitiveness of higher education institutions (universities) in Russia in the educational services market. The main idea of the work is that in order to ensure high competitiveness, universities must be able to adequately respond to changes in the external environment and the demands of consumers of educational services. The article presents various approaches to the competitiveness of universities by identifying a set of factors that can both improve and worsen their position in the market. There has been an increase in competition between Russian universities. The main factors of universities’ competitiveness have been identified. To increase the competitiveness of universities, the article offers specific recommendations, including the development of adaptive educational programs, improving conditions for teachers, enhancing interaction with business and government agencies, as well as the creation of a transparent quality assessment system.