Assessment of the competitiveness of a university in the export of educational services

Abstract

Importance: this study examines challenges arising in the process of international educational activities, the identification of which enables a university to assess its position in the competitive landscape, pinpoint weaknesses in business processes related to foreign students, and identify opportunities for operational improvement. Purpose: to evaluate the university’s international activities from the perspective of its competitiveness in engaging with foreign students. Research design: the study analyzed data on the export of educational services by the Federal State Budgetary Educational Institution of Higher Education “Voronezh State University.” The competitiveness of the university was assessed based on its standing in domestic rankings. Specifically, we examined trends in key indicators, including: – the share of international students in the total student population from 2019 to 2023; – demand for educational services across major export markets; – the number of international students by degree level; – revenue from educational activities generated by competing universities from foreign individuals and legal entities; – tuition fees for international students by degree level. Results: the study identified strengths and weaknesses in the university’s export of educational services and provided recommendations to enhance its competitiveness in international activities. The proposed measures aim not only to address existing shortcomings but also to improve the institution’s reputation and its standing in national and international rankings.