Research of the university competitiveness and factors of its improvement

In modern economic conditions, with a decrease in the number student of places in higher education institutions fi by federal budget allocations, competition in the educational market is quite acutely pronounced. To be attractive for applicants, a university today is not enough just to provide quality educational services, it is necessary to monitor the market, analyze the proposals of competitors, build a positive attitude towards the educational institution among interested parties, and form an individual marketing strategy. The authors analyze the competitiveness of the university in the modern educational market, they track of various external and internal factors upon that index. In particular, the market capacity is analyzed, a retrospective analysis of the results of the university’s admission campaigns of past years is carried out, the direct and indirect competitors of the educational institution are identifi The issues highlighted during the study formed the basis of the formulated measures for improving the competitiveness of the university and its positioning in the educational market of the region. Approaches to reducing the cost of educational services for certain categories of applicants are proposed, the process of transition of a higher education institution to a new educational model, which includes elements of project logic in educational modules, is described.