QUALITY AS THE BASIS OF EFFECTIVE MANAGEMENT OF THE EDUCATIONAL MARKET AND A GOAL OF DEVELOPMENT OF UNIVERSITIES IN THE CONDITIONS OF INDUSTRY 4.0

The purpose of the article is to evaluate the effectiveness of managing the educational markets in the countries of the world that have the highest global competitiveness in the sphere of education, to determine and compare the factors of development of universities in the conditions of Industry 4.0 in these countries, and to develop recommendations for increasing the effectiveness of managing the educational market. For evaluating the effectiveness of managing the educational market, the authors' method is used, which is based on the classical formula of measuring effectiveness as a ratio of results and costs. For evaluating the susceptibility of the indicators of development of universities in the conditions of Industry 4.0 to the influence of various factors, the authors use the method of correlation analysis and the method of calculation of direct average. The information and analytical basis of the research includes the analytical and rating materials of CWUR, Legatum Institute, Online learning consortium, QS, Times Higher Education (THE) and World Bank for 2019. It is substantiated that quality is the basis of effective management of the educational market and is a goal of development of universities in the conditions of Industry 4.0. Growth of the volume of state financing of education and improvement of the macro-economic environment will allow achieveing internationalization of education, but they have small influence on its results. Quality of education determines the effectiveness of the national market of education, but is hardly managed at the level of macro-economy.