RESEARCHING THE COMPETITIVE ENVIRONMENT OF HIGHER EDUCATION (ON THE EXAMPLE OF ADVERTISING EDUCATION)
Educational marketing and management is becoming an obvious necessity for modern universities. Advertising education is a promising direction for a master's degree. The decision to open educational programs requires simple and effective information and analytical tools. These include measuring and monitoring the competitive environment of higher education. The article is devoted to various aspects of the study of competition in the educational environment. The competitiveness of the university serves as a criterion for the effectiveness of the development strategy of a modern university. The high positions of the university understood by the applicants are essential grounds for admission to the university, continuing education in the magistracy, in graduate school, and obtaining additional professional education. They form a resource for generational change in conditions personnel crisis in the university environment. The need to develop an individual trajectory for the implementation of the competitive potential of the university is dictated by the consequences of crises experienced by the entire system of higher education. For the successful functioning of an educational organization in the face of modern challenges, it is necessary to develop such a practice of adaptive solutions that will allow balancing resources and long-term goals. The purpose of the study is to substantiate a model for studying the competitive environment of higher education as a set of analytical tools for the competitive behavior of a university, diversification of educational programs. The research methodology includes a theoretical analysis of domestic and foreign literature on the designated topics. Approaches in research of competition in education, competitiveness of the university as a participant in competitive relations are analyzed. The author summarized, interpreted certain methods and approaches that formed the presented model for studying the competitive environment, analyzed a number of indicators of the state of competition in advertising education.