INTERNATIONAL COMPETITIVE ADVANTAGES OF UNIVERSITIES

In modern conditions of the market relations and the amplifying processes of the international competitive struggle it becomes very difficult for domestic universities to gain and later keep loyalty of applicants and students, both from Russia and abroad. In paper presents the analysis of current trends in education and conclusions on future results of these changes. Express analysis of opinions of the students who study at the international faculty of Financial University under the Government of the Russian Federation has revealed students’ ideas of a competitive university and allowed to determine what drawbacks a domestic university may have. Among the basic distinguished elements there are the following: a large-scale use of electronic devices in training process, convenient virtual educational space, a possibility of independent regulation of learning process, learning various subjects in foreign languages in all specialties, active interaction with foreign partner-universities, international recognition of the university brand, working consulting centers and agencies, etc. The research defines driving forces of the competition in education, which have been grouped in four directions: marketing, internal business processes, finance, and human capital. In general, the author identifies the following dominating forces in education sector: brand management, talent concentration, product and technological changes. The paper also determines the sources of competitive advantages of universities for the nearest future according to the built value chain. To perform quantitative assessment of the university competitive advantage, a special formula is suggested. The factors influencing competitive advantages of universities are revealed and sorted in four groups. Recommendations for increase of universities international competitiveness are developed, according to their core and auxiliary business activity, to determine strategic initiatives of universities.