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HIGHER EDUCATION INSTITUTIONS IN THE FACE OF COMPETITIVE CHALLENGES

The article presents the results of observing the events that have taken place in the highly competitive market of educational services in our country over the past years and consequences of their influence on domestic higher educational institutions. The most significant among these results are the next: a decrease in the number of students who come from Ukraine for high quality and less expensive education, than in their countries, the curtailment of the national cluster of the formation of professional competencies centers and also the number of scientific and pedagogical personnel reduction, their training quality, who are meant for maintaining the intellectual capital of the nation at the proper level, that is especially alarming. Identified negative trends are in contradiction with the views of the key states of the planet regarding the role of education in the era of Industry 4.0 establishment. And the impressive statistics of countries that are at the forefront of the implementation of Industry 4.0 products and the quality of education are proof of this. The rapid diffusion of innovative technologies created by Industry 4.0, new business models requires consequently a new quality of workforce. It is suggested that many problems appeared due to the special content of state policy in the economic sphere. Alas, it does not contribute to such a required growth of business and, as a result, leads to a chronic budget deficit and a decrease in spending on social programs and on higher education, in particular. In these circumstances, it looks quite attractive to encourage students to receive educational services in our country from those regions where there is a torrentially growing desire for academic migration among young people. Regardless on the true motives of the growth in the popularity of it. There is an urgent need to analyze the current situation of education in Ukraine, to study the dynamics of key indicators to identify the challenges facing the modern education system. The results of the analysis will help to look soberly at the problems, overcoming which will be a priority for reformers of the educational process.