Personal data management in private education: ethical imperatives and the formation of competitive advantages

In modern conditions of digitalization of private education, personal data of students, their parents and employees acquire the status of a strategic resource that directly affects the reputation and competitiveness of the organization. The research is devoted to the development of a model of ethical personal data management that combines ethical and legal norms, management practices and technological measures, turning information protection into a tool for building trust and sustainable competitive advantage. Within the framework of the work, practical solutions are proposed, including a matrix of ethical dilemmas, a methodology for auditing the maturity of a data management system, and a roadmap for implementing the principles of proactive ethics. The scientific novelty lies in the conceptualization of ethical capital as a management resource capable of enhancing the reputation and differentiating private educational organizations in the market. Its practical significance is reflected in providing managers with specific tools for integrating ethical principles into day-to-day data management.