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The problem of formation of competitiveness of a university student in marketing activity on the basis of personality-activity and systemic approaches is investigated in the monograph. Pedagogical conditions of model realization are formulated. The notion of student's competitiveness is revealed, the system influence of marketing functions on the process of competitiveness formation is considered. The methodological basis, the stages of formation and the criteria of competitiveness formation are outlined. The monograph has a practice-oriented character and is addressed to the workers of educational sphere: heads and teachers of higher educational institutions and colleges, graduate students and applicants engaged in managerial and pedagogical activity, listeners of professional development of workers of education, students.