The development of additional reality (AR-technology) and its application in the educational process is considered. Definitions of AR technology are given, its advantages are given, as well as the limitations associated with its use in the educational process. An overview of platforms for creating AR-applications is given, their functional capabilities are considered, the expediency and efficiency of application in the educational process of free economic zones are assessed. Aspects of the use of augmented reality technology in the higher education system are considered. One of the most important features of augmented reality in terms of pedagogy is that it provides a space focused on the student and flexible for learning opportunities. The advantages and limitations of using this technology are given. The general scheme for creating augmented reality is always as follows: the camera of the AR device captures an image of a real object; the software (software) of the device identifies the received image, selects or calculates the corresponding image visual complement, combines the real image with its complement and outputs the final image to the visualization device. To work with AR, it is enough to use a smartphone or tablet and the appropriate software. There are the following main areas of augmented reality technology in the education system: support for research and experimental approach; checking the model for adequacy; modeling environments that combine the possibilities of teaching, learning, communication with game elements; acquisition of technological skills. AR-technology has the following potential pedagogical advantages: accessibility, involvement, cooperation, interactivity. Despite these benefits, there are certain factors that need to be considered when working with educational technologies using AR. Such factors include: lack of necessary teacher training; dependence on hardware (not all students may have smartphones that support AR applications); content mobility issues across all platforms and devices. Directions and examples of application of augmented reality technology in the educational environment are offered.

In this article one made a review of the literature based on the relationship between traditions and innovations in the pedagogical process over the last decade. In the article one summarized domestic and foreign scientists opinions on the topic of combining traditional and innovative forms and methods, their relationship and complementarity; the importance of traditions for the implementation of innovative models of education is considered; it is emphasized that the pedagogical tradition contains many elements, performs various functions and is reflected in a significant number of pedagogical technologies and methods, forms and means. Based on a full-text analysis of about 16 articles published in well-known databases and scientific journals, the study revealed the support of the vast majority of researchers concerning innovative educational methods. All the cited scientists have the idea that the introduction of innovations renews and strengthens the educational process. They focus readers' attention on the interaction of traditional and innovative teaching methods, since according to the waste majority of scientists, without preserving pedagogical traditions, the modernization of educational systems is unlikely to bring significant positive results. At the same time, in the entire collection of researched articles, there are several authors who consider traditional education to be more effective than innovative education. According to the scientist’s opinion, these two phenomena are not only interconnected and mutually determined, but also do not exist as separate phenomena. In other words, the tradition is an integral part of innovation, and pedagogical innovation always includes traditionally oriented elements.

The article is devoted to the selection and research of factors for increasing the competitiveness of higher education within the framework of the concept of sustainable development of the state. The theoretical and methodological basis of this research is the fundamental provisions of management, social sciences, economic theory, as well as a wide range of general scientific and special research methods, including the system method, the method of analysis and synthesis, the method of induction and deduction, the graphic method, and others. It has been proven that one of the essential problems of the higher education system in the context of ensuring sustainable development at the stage of its transformation is increasing competitiveness. The study of this definition made it possible to reflect the view on its understanding and revealed the dependence of this category on many factors, such as: political, socio-economic, socio-cultural, demographic, normative-legal and innovative-technological, which act in a complex manner, exerting a systemic influence.