The present research is devoted to issues of strengthening the competitiveness of educational organizations from the position of availability and functioning of the internal system of education quality assessment. The authors consider relationship between the system of education quality assessment and the strategic goal of university development on the example of Samara State University of Economics. The work presents a methodology for calculating the competitiveness index of the educational organization. The research purpose is to comprehensively assess the quality of education at the university as a basis for operational management and a reference point for the development of its strategy, adjustment of goals and objectives. Objectives of the study are: to determine a set of indicators that demonstrate the achievement of strategic objectives by types of policies and the university development program, to formulate measures aimed at ensuring a high level of educational process within the university, taking into account the factors that ensure the quality of education, to formulate a methodology for calculating the non-linear relationship between the competitiveness of the university and internal and external assessment of the quality of education. The main methods of work in this study are situation analysis, which allowed us to determine the attributes and properties of the research object, identify strengths and weaknesses; quantitative statistical methods, which provided the identification of cause-and-effect relationships and patterns; economic and mathematical modelling, which allowed us to create a model of competitiveness of an educational organization in the market of educational services.