UNIVERSITY COMPETITIVENESS IN TERMS OF THE NEW ECONOMY

In the conditions of the New Economy and the globalization of the educational field, the factors of the competitiveness of educational institutions are changing. Assessing the competitiveness of a university in a New Economy is not an easy task, because of the difficult competition in the market of educational services, new market requirements and problems of assessing the quality of education. The factors of resource potential, the most important of which is quality, come to the forefront. The article presents approaches to the assessment of the global competitiveness of the university with the help of the author's modification of the strategic positioning model, which provides the identification of three types of competitive positions: competitive, parity and noncompetitive, which includes three competitive positions. The evaluation of the university's competitiveness in the model is given in terms of its qualitative and quantitative characteristics, which together form the university's competitiveness potential (factors that depend on the actions of the university's management system in response to changes in environmental factors) and external factors that influence the functioning of the university's competitiveness, taking into account the synergistic effects that may develop under their influence. With the help of the proposed model it is possible to take into account all these factors and to conduct a comprehensive analysis of the university's competitiveness, evaluate the effectiveness of its chosen strategy, formulate recommendations for choosing the mechanism for developing the university's resource potential and to adapt its strategy to the existing conditions of the competitive environment.