This paper is intended to provide an insight into the importance of project management success in implementing strategies and new financial packages within the context of university education. The discussion will call upon the universities to review and improve their strategies and detailed measures taking into account the international experience and the current situation. This paper builds up on the academic capitalism approach to show how universities can adapt to the new conditions simultaneously being under the continuous onward change processes in the context of Ukraine. The paper is structured as follows: first, it reveals the framework of the project management approach application in the university under the changing conditions with focus on the funding and financial aspect. Second, it investigates the domestic and international experience of responding to the challenges of the COVID-19 pandemic by the universities. It's worth noting that this paper provides an important source to analyze different types of support for solving problems of higher education institutions and students during challenging times.

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