ROLE OF QUALITY MANAGEMENT OF EDUCATIONAL SERVICES OF HIGHER EDUCATION INSTITUTIONS IN INCREASING COMPETITIVENESS UNDER MODERN CONDITIONS
Abstract
The article is devoted to the urgent issue of ensuring the competitiveness of domestic higher education institutions, which is of particular importance in the context of the outflow of potential applicants abroad due to various circumstances. Under such conditions, it is necessary to preserve social capital in the country, which can be facilitated by Ukrainian higher education institutions that are directly involved in the training of highly qualified specialists for the labor market. This determined the relevance of the study and establish the purpose of the article, which is to identify the role of quality management of educational services of higher education institutions as a means of competitiveness under modern conditions. This was achieved by revealing the categorical apparatus of the study, analyzing the scientific views of domestic scientists, summarizing analytical material and studying modern trends in the educational services market. It was determined that the image and reputation capital of higher education institutions are important in the competitiveness of higher education institutions, which are formed due to the high quality of the educational services provided. The image of higher education institutions allows ensuring demand for their services. It is noted that the quality of educational services depends on the level of teaching, taking into account the needs of the labor market, established cooperation with various groups of stakeholders, taking into account their requirements when developing educational programs. It is noted that the management of the quality of educational services of higher education institutions in Ukraine as a process should form in applicants those competencies that are currently in demand, which, in turn, increases the competitiveness of graduates in the labor market. An important role is given to digitalization, which allows both to increase the efficiency of the management process by automating activity processes, reducing the time to complete tasks, and to improve the quality of the implementation of educational services and teaching. It is determined that the management of the quality of educational services in higher education institutions should be based on the principles of responsibility, digitalization, and value. This is an important component of increasing the competitiveness of domestic educational institutions both in the domestic and foreign markets.
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