Competition between universities for applicants, particularly those with high scores, is becoming increasingly intense. Universities are launching large-scale advertising campaigns to promote their programmes on the market and attract applicants with reduced fees, benefits and scholarships. At the same time, employers increasingly do not require a university degree for access to a job, and value much more the micro-degrees of private companies that train specialists for a specific job function with further employment. Who will win in this competition? Is higher education now a prerequisite for a graduate’s success in the professional life? What does the state pay for by subsidizing the training of specialists in different fields? And what do students pay for: employment security or a diploma from a prestigious university? We will explore these and other questions in a panel discussion with representatives from public and private universities, as well as EdTech leaders.