USE OF STRATEGIC MARKETING TO INCREASE THE COMPETITIVENESS OF A UNIVERSITY

The objective of the article is to assess the need to apply marketing practices for increasing competitiveness of universities. The currently known definitions of "benchmarking" and "competitiveness" are covered and their special aspects are elicited. Employing benchmarking tools the authors suggest the system of indices and indicators of university competitiveness which comprises several units. That makes it possible not only to give comprehensive assessment of university activity, but also to assess its particular focus areas and aids to identify its internal reserves and limiting factors. The authors also suggest some steps for successful introduction of benchmarking into the scope of university management activities in order to improve its competitiveness.