The competitiveness of a higher educational institution in terms of the new economy: approaches to evaluation

Under the conditions of the new economy the factors of higher education institutions' competitiveness are changing. Evaluation of the competitiveness of a higher school in the conditions of the new economy is not easy due to a complicated nature of the competition in the educational services market and the new market requirements. The foreground factors nowadays are the following: resource potential, image, and brand. The article deals with a few approaches to the evaluation of the higher educational institutions' competitiveness. The authors suggest a specific modification of the Analytic Hierarchy Decision Process and a modified model of McKinsey's strategic positioning.