STRATEGIC ANALYSIS OF THE COMPETITIVENESS OF EDUCATIONAL PRODUCTS IN THE MANAGEMENT OF HIGHER EDUCATION INSTITUTIONS

The purpose of this article is to develop modern methodological approaches to strategic analysis of the competitiveness of educational products from the standpoint of management of higher education institutions to form a cost management strategy, make fuller use of resource potential and optimize curricula and areas of training professionals. The information base of the study was data on the composition and structure of expenses for preparation of one student, obtained as a result of a survey of 87 institutions of higher education in Ukraine for 2015-2018. Methodical and methodological base for calculating the cost of training one student of higher education institutions was the methodology developed by the State Educational and Scientific Institution "Academy of Financial Management". Information on the cost of education, the cost of training one student in terms of individual specialties was used on the example of SHEI "Kyiv National Economic University named after Vadym Hetman" and obtained from the official website of the university. As a result of research the technique of the matrix analysis of an estimation of competitiveness of educational products which is based on a combination of indicative values of indicators is offered. It is proposed to carry out such an assessment on the basis of a two-dimensional matrix, and provide an analytical interpretation of the values of each cell of the matrix, which ensures the implementation of evaluation and search functions of strategic management and forms analytical basis for monitoring costs and revenues for the top management of the institution. The results of the study can be used to implement marketing strategies of higher education institutions aimed at realizing their competitive advantages and more effective use of competitive potential.