THE IMPLEMENTATION OF EXPORT-ORIENTED COMPETITIVE STRATEGIES IN EDUCATIONAL INSTITUTIONS

Abstract

This article presents an analysis of the international higher education export market and the practices of leading universities in gaining a competitive advantage. Higher education is viewed as a high-tech, knowledge-intensive sector of the national economy, a means of producing intellectual capital. Global trends and a strategy for the export of higher education are identified, demonstrating that the export of educational services, which ensures high-quality higher education and scientific research, fosters the professionalism of teaching staff, and is a driving mechanism for the internationalization of the education system. Furthermore, it is used as a tool of soft power, exerting state influence, and serves as a significant source of income for educational institutions and regions. The modern education market is represented by countries such as the United States, Great Britain, Germany, Australia, China, and Russia, which employ various tools to conquer the higher education market. Germany's competitiveness is ensured by relatively low tuition fees and high scientific and technical development ratings, which are effective in attracting international students. Australia effectively utilizes its migration policy, and China receives preferences due to its territorial location, attracting students from Asian countries due to the absence of a language barrier. It is shown that government policy significantly influences a country's presence in education markets. For example, in the UK, the number of students from the European Union decreased due to the government's Brexit policy, while US government policy led to a decline in the number of Chinese students, who constituted the largest segment of the education market. An analysis of Russia's presence in the international education market is conducted, based on which recommendations are proposed for promoting domestic education through the application of developed models and technologies for the export of educational services.