Abstract
Particular attention is paid to the opportunities and challenges faced by lectures working in higher education when dealing with managerialism and performativity. This work uses a systematic approach to research, which includes a wide variety of techniques, such as the method of logical synthesis, literature analysis, goal setting. Findings: Furthermore, managerialism introduces regulatory, supervisory, and accountability systems that challenge the traditional role of educators in academic institutions. This new form of managerialism assumes increased accountability and changes professional identity to meet the demands of specialist positions. The emergence of new managerialism in educational institutions represents a reform aimed at enhancing efficiency, cost-effectiveness, and accountability. It has been demonstrated that implementing managerialism allows for cost optimization while simultaneously raising educational standards. Key features of new managerialism include fostering competition, optimizing internal resource allocation, marketing services, and assessing effectiveness and performance. Conclusions: Educators face significant pressure to maintain research activities, as research has become integral to nearly all universities. Educators must address various challenges stemming from technological advancements, managerialism, and research expectations, all while striving to deliver quality education and foster innovation within their institutions. Effective managerial skills and adaptability are crucial for educators to meet these demands and ensure positive outcomes for students and educational institutions, but the culture, status and process of teaching and research of academic staff remains in the shadow of the productivity, efficiency and effectiveness of managerialism and performativity