Implementation and monitoring of quality standards in the eductaional process as a tool of strategic management and ensuring competitive position of higher eductaion institutions

The article raises questions about the state and problems of the internal quality assurance system of higher education in Ukrainian universities, in particular, the implementation and use of quality standards. The main purpose of the study is the scientific and methodological justification of organizational and economic mechanisms of monitoring and implementation of quality standards in the educational process, influencing the commitment of applicants to higher education institutions and ensuring their competitive position in the context of integrating higher education quality into the European educational space. The systematization of literature sources indicates an insufficient level of research on management strategy in higher education institutions, based on the principles and conditions of application of quality standards, their integration into the quality management system of the educational process. The urgency of solving this problem is that the higher education sector is extremely important and strategic for the national economy and society in particular. During the establishment of Ukraine's independence, the field of higher education has grown significantly, the education market has undergone significant changes, as a result of competition between higher education institutions is growing and becoming galloping. These factors, as well as the globalization and integration of Ukraine into the European space, indicate the urgent need to develop and improve the external and internal quality management system of the educational process. The article proves that satisfaction with the quality of educational services affects the applicant's commitment to higher education. The algorithm of continuous monitoring of the level of quality of educational services is researched and offered. Based on the analysis of indicators of quality of provided educational services and relevance of relationships with applicants, a matrix of relationships is proposed, which allows a higher education institution to choose a student-oriented strategy of behavior in the market of educational services. The study concludes that increasing students' commitment to universities and ensuring their competition while integrating the quality of higher education into the European educational space. This is possible with the persistent implementation of quality standards, overcoming resistance to new priorities, attracting a wide range of stakeholders to implement and monitor educational programs, implementing student-centered learning, increasing the attractiveness of educational programs, studying feedback on learning quality from applicants, labor market analysis and demand for learning, forecasting and planning competencies and learning outcomes