The applied finance model in Bulgarian school education, subordinated to the principle "money follows the student", creates a highly competitive environment between schools and justifies the need for targeted action by school managers to attract more and more students. In this regard, the state of schools and their competitiveness are becoming increasingly important for their successful functioning and development. The aim of the article is to study and analyze the competitiveness of profiled high schools in Varna. Two studies were conducted. The first one focuses on the state and the available resources of the profiled high schools in the city, and the second one examines the opinion of parents when choosing a school for their children. As a result of the research, the main factors determining the competitiveness of the profiled high schools are derived and some specific recommendations are made for its maintenance or improvement.
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