СТРАТЕГІЯ ПОЗИЦІОНУВАННЯ ПЕДАГОГІЧНОГО ЗАКЛАДУ ВИЩОЇ ОСВІТИ: МЕТОДОЛОГІЧНІ ПІДХОДИ ТА КЛЮЧОВІ ІНДИКАТОРИ АНАЛІЗУ

The research deals with the issue of positioning Ukrainian higher education institutions, in particular pedagogical ones, in the national and international information space. The leading idea is to increase the competitiveness of a higher education institution by developing and implementing its positioning strategy. The authors have singled out and characterized methodological approaches to the development of a strategy for the positioning of higher education institutions in the internal and external information space: systemic, synergistic, and strategic. The circle of the main concepts characterizing the positioning process is outlined and defined. The most optimal and effective, from the authors’ point of view, ways and means of the process of presenting higher educational institutions as competitive in the market of educational services are named