This study is devoted to the creation of the competitive position of the organization, which is a non-public higher education unit through the use of intangible capital, especially human capital and social capital. The study was based on the subject literature and authors’ own research among members of the academic community (personnel and students ). The work presents theoretical aspects of competitiveness, features of contemporary organization in light of the challenges of global competition, the characteristics of the examined university and its position on the education market. The empirical part presents the results of the competitiveness of universities in the opinions of personnel and students. Studies show that a new reality based on the increasing competition to gain students and the extension of the educational services market forces universities to experience the need to explore new ways to develop and maintain competitiveness. Human capital and its proper use is a valuable resource and is the basis for achieving competitiveness.