The paper aims at developing the system approach to management process of competitiveness of higher education institution for increasing the choice efficiency and application of its progressive development strategy. Significant results of the scientific research: - an idea of the concept of higher education insti-tution competitiveness, its key components and fea-tures is formed, and also the main approaches to de-termination of its level are identified; - the complex technique of competitiveness as-sessment of higher education institutions within the region is developed; - approbation of the developed technique of com-petitiveness assessment of higher education institution based on materials of FSBEI HE "Bryansk State Tech-nical University" is carried out. Scientific novelty of the research consists in de-velopment of theoretical-methodical concepts and practical recommendations for increasing management efficiency of higher education institution competitiveness by carrying out a complex assessment of its level. Use of the main results of scientific research in practice of competitiveness management of a higher education institution allows to reveal shortcomings of management strategy of higher education institution competitiveness and to highlight capacities for their elimination.