The main aspects of increasing the competitiveness of higher education institutions in the market of educational services in the digital transformation of higher education

The article reveals the problem of the domestic market of educational services, the formation of approaches to its solution. The classification of higher education educational services according to the following features is considered: form of education, type of educational programs, term of service provision, possibility of constructing educational trajectory, method of teaching, form of service provision, possibility of continuing education and payment method. It was found that in the market of educational services the lack of an applied construct is a problem for the education sector, which should be based on the understanding that the activities of higher education to meet needs consist of two main parts, which can be called «visible» and «invisible». This problem is considered on the basis of the marketing model of educational services of higher education, in which the construct is considered as a set of a certain part of applied knowledge, the use of which is a key characteristic of the marketing orientation of higher education. The paper proposes an algorithm for the method of quantitative assessment of the competitiveness of higher education, which consists of five steps. Three groups of indicators that characterize the competitiveness of higher education (groups of utility, consumer costs, supply efficiency) were identified, and the indicators of each of these groups were determined. Within the framework of the proposed approach, an expert quantitative assessment of the impact of indicators that characterize the competitiveness of universities on the market of services of the city of Dnipro was conducted and ranked according to the results of competitiveness assessment. The model of the organization of marketing of the higher educational institution which reflects interrelation of marketing activity of the higher educational institution with the basic processes which provide rendering of educational services is offered. A variant of the scheme of directions of information flows in the marketing activity of a higher educational institution is developed and the scheme of the system of marketing activity of a higher educational institution within the paradigm of the management cycle is proposed.