Research background: One of the areas that has undergone major changes in the processes of its activities and has had a strong impact on the change in social institutions is the field of education. The sharp transition to distance education and a number of technical, informational and human problems led to a significant complication of educational and other processes (scientific, innovative, entrepreneurial, etc.). Purpose of the article: The article raises the problem of the impact of the coronavirus pandemic on global social and public institutions. The purpose of the article is to identify the factors of ensuring the competitiveness of universities, as the least protected by state support, in the context of forced digitalization against the background of the covid-19 pandemic. Methods: The paper uses mechanisms for assessing the competitiveness of universities in the new reality of the pandemic and its consequences, implemented on the basis of a modified McKinsey matrix and matrix algorithms for evaluating priority vectors. Findings & Value added: The analysis showed that the universities that have the greatest independence in the system face the greatest difficulties in carrying out their activities in the context of a pandemic. As scientific growth can be considered, the results of the analysis of the transition to distance learning processes that have combined higher education systems in different countries, and if earlier most universities competed at the regional or country level, now they are forced to enter into global competition with foreign universities.

This article is devoted to the issue of promoting strong local cultural brands in the art market by means of additional education programs. Globalization, increased competition in the global market, high economic and political risks, and development and implementation of strong cultural brands strategy provide opportunities to improve global competitiveness of local destinations. However, the art market in Russia is underdeveloped. Thus, it requires additional education programs. Social marketing education programs, aimed at the promotion and development of the Russian art market, are in fact being implemented. According to foreign examples, the development of the art market (in terms of image) is worthwhile for the state. However, the lack of information and understanding about the transactions in the art market contribute to a low economic level of investment in this area in Russia. Therefore, we cannot significantly influence the cultural brand of the territory. The authors offer a model for positioning additional education programs to break through in the art market, which can help to identify effective promotion strategies and significantly improve the effect of state support for such programs. This model can help local decisionmakers avoid the high risks that come with implementing additional education programs. The authors of the work studied the positioning of additional education programs in the framework of the art market based on a modified Cagan-Vogel matrix. In addition, typical examples of programs from various areas are

Scientific Cooperation Center "Interactive plus" 1 Content is licensed under the Creative Commons Attribution 4.0 license (CC-BY 4.0) Бавина Полина Александровна канд. пед. наук, доцент ФГБОУ ВО «Российский государственный педагогический университет им. А.И. Герцена» г. Санкт-Петербург ГБНОУ «Дворец учащейся молодежи» г. Санкт-Петербург