Bidiuk A. Formulation of competitive strategic of the higher education institution

The dissertation is a complex research of theoretical, methodical and practical aspects of formation of competitive strategy of the higher education institution. The relevance of the topic is due to increased competition in the national and global educational services market, institutional changes in the higher education system of Ukraine, which requires universities to build a clear strategy and modern management system, which will become the key to stable activity and its further development. The aim of the study is to develop theoretical and methodological approaches and practical recommendations for the formation of a competitive strategy for the higher education institutions according to the criteria of strengthening its competitive position in the educational services market. In the dissertation, a scientific and theoretical substantiation of the nature and types of competitive strategy is carried out, the concept of competitive strategy is defined as a tool for strategic planning of its activities in the educational services market on the basis of determining goals and ways to achieve dynamic equilibrium in the external environment, the formation and content of competitive advantages according to the criteria optimizing the distribution and efficient use of resources and efforts and targeted performance. A methodological complex has been developed for assessing the effectiveness of a higher education institution’s competitive strategy in a determinant model of its functioning environment, it is proposed to conduct according to the most important parameters of the higher education institution’s activities, including educational, research, international, financial and economic activities and the management of the higher education institution in the context of a specific strategic map. The state and development trends of the educational services market, the strategic development of higher education institutions of Ukraine and their competitive positions are analyzed; the processes of transformation of the competitiveness assessment systems of higher education institutions of Ukraine in the national and international dimensions are described. A conceptual model of diagnostics of the initial state of the higher education institution was developed, based on the analysis of the internal and external environment of the higher education institution’s activity, the intensity of change of key indicators, including the characteristics of the higher education institution’s management system at all stages of its development in the past and the main transformations of the management mechanism. A conceptual model of strategic goals in a competitive strategy and indicators of their achievement in the system of planning the competitive position of higher education institutions are presented. The methodological foundations of the higher education institution's competitive strategy formulation are formulated, which give signs of the integrity, completeness and flexibility of this process, the essence of the stages of model interpretation of the sequence of the competitive strategy formation process is clarified. The existing scientific approaches to choosing the type of competitive strategy of the higher education institution have been adapted, taking into account the factors of dividing the educational services market into segments of mass and highly specialized education, it allows to significantly specify the scientific basis for making managerial decisions on strategic orientations and means of competitive competition of various higher education institutions.