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The competency-based approach is postulated as the main idea of the Bologna process and acts as a conceptual basis for the development and implementation of existing federal state educational standards of higher education. It also lies at the basis of their current updating and development of the such standards fourth generation in the future. The main task of scientific research in the framework of the competency-based approach is studying the competencies essence and structure and develop effective ways of their formation and self-development. The innovative approach to the self-designing of media competence of future manager of educational institution based on its invariants article discloses. Such competency invariants are revealed and described, reflecting the typical methods of the teacher’s actions in working with professionally significant information, and the corresponding groups of knowledge and skills. The possibilities of self-designing technology in the media competency formation are shown. An innovative approach to the self-designing of media competence using the potential of its invariants is proposed, which allows designing the training process and professional self-development process based on media competence invariants and at the same time taking into account the students’ – future managers’ of the educational institution training level (area of current and near development).

MEDIA COMPETENCE AS A FACTOR IN THE DEVELOPMENT OF THE INNOVATIVE CULTURE OF THE FUTURE MANAGER OF THE EDUCATIONAL INSTITUTION