Resumen
The subject matter of the article is the methods, models and mechanisms of project-oriented management of the educational activities of higher education institutions. The goal of the work is to develop a conceptual model for managing the educational activities of higher education institutions on the basis of a project-oriented approach. The following tasks were solved in the article: analysis of the educational activity management model of higher education institutions, the study of modern methods of managing university educational projects portfolios, the development of a mechanism for the formation of a conceptual model of project-oriented management of educational activities of higher education institutions. The following methods are used ? project and portfolio management methods, systems theory and systems analysis, risk management methods. The following results were obtained ? the main stages of the life cycle, their products and the mission of the project "Introductory Campaign of Higher Education Institutions" were identified, the concept of "educational product", "product of an educational project", "educational project", "educational activity project" was defined, a model for determining introductory campaign project values and effectiveness, a conceptual model of project-oriented management of educational activities of higher education institutions has been developed taking into account the value of the project "Introductory Campaign of Higher Education Institutions". Conclusions: ensuring the effectiveness of the implementation of the project approach in the ongoing activities of higher education institutions should be based on a clear identification of the attributes of these projects, including products, values and effectiveness, which will allow not only to clearly understand the result of project activities, but also to control its receipt. The implementation of the concept of project-oriented institutions of higher education will increase the efficiency of the current activities of universities and their development by using the advantages of project management technologies. The definition "Mission of the project "Introductory Campaign of Higher Education Institutions" is proposed, which is understood as the achievement of the maximum possible enrollment of students in the current conditions on the educational services market. The value of the "Introductory Campaign of the Higher Education Institution" project has been established, which determines the usefulness of the project product for stakeholders. The proposed conceptual model of a project-oriented approach to the management of educational activities of higher education institutions will allow to extend the project approach to the development and functioning of various blocks of the university?s activities based on the introduced concept of "product portfolio of higher education institutions". Such an approach in the future will make it possible to clearly identify the totality of university projects as part of educational activities and turn its current activities into a portfolio of projects.