No abstract

The article is dedicated to the modern content of university reputation. It reveals the correlation of the concepts of reputation and image, and provides on overview of main factors influencing the reputation of universities. Within the study, the authors rely on the approaches of international rating agencies to determine the academic reputation of universities and the methodology for determining the indicators of ranking universities. The authors proceed from the assumption that the transformation processes taking place in the field of education show that academic reputation alone is no longer enough to attract applicants and representatives of other interested groups. Based on the results of the study, the article proposes the use of the concept of public (or social) reputation, as is customary in the business environment. At the same time, the authors distinguish “traditional” and digital contours of reputation. They note that the specificity of the educational sphere is determined by its diversity and multivector nature of the results of the activities of educational institutions, which determines the specifics of the use of communication tools in the formation and preservation of the public reputation of universities.

The work is devoted to the application of the Customer Journey Map (CJM) for university applicants and managerial tasks of adapting the profile of the university in the digital environment to the trajectories of the consumer. The author’s definition of the “profile of the university in the digital environment” concept is offered, the analysis of statistical data of university websites is made. The combination of classical studies of applicants’ motivation and factors influencing enrollment in a particular university with modern methods of studying consumer behavior in the digital environment allows to increase the effectiveness of the admission campaign. Customer Journey Map as an analysis tool, in conjunction with the data of network traffic allows to optimize all types of communications of the university and provide its management with necessary information when making managerial decisions. The research revealed an insignificant influence of the university social networks and thematic groups on the decision to enroll to a particular university, which what caused a deeper study of visitors’ behavior on the university websites. Internet traffic activity for a number of universities was assessed as direct requests, through search services, social networks, mail servers, as well as through referral links, and advertising traffic. The study showed that search engines and direct queries gave the maximum value for traffic. But the effectiveness of advertising to attract applicants is rather low, which indicates the insignificant role of university advertising and confirms the data of the survey in the construction of the Customer Journey Map.

The article deals with the emergence of new technologies for managing the reputation of the university in the digital information environment due to the transformation of the modern media space and the changing functions of the media. In modern conditions the universities are in a difficult situation: on the one hand, the competition and desire to attract applicants force them to intensify marketing efforts, confirming the positioning of higher education as a service, a special kind of service. On the other hand, such positioning weakens the role of higher education institution in the development of human capital and deprives it of its special intellectual mission. The integral profile of the university in the media environment and, first of all, in its digital segment, is formed through a set of different channels, through which the meanings and key attitudes about the character of the organization are transmitted. The peculiarity of the university’s communication activities lies in the hyper-fragmentation of its channels. Additional risks require controlling the media field and allocating highly professional human and financial resources, as well as increasing the competence of specialists in their own structures that influence the formation of the information environment of the university.

Профессиональные и образовательные стандарты в системе управления образованием и рынком труда: российская и зарубежная практика Задачи по повышению конкурентоспособности российской экономики актуализировали проблему совершенствования трудовых ресурсов и развития человеческого капитала. Это обуславливает создание инновационной инфраструктуры регулирования трудовых отношений и образовательных траекторий с учетом европейского опыта реформ в области образования и труда. Разработаны механизмы по сопряжению профессионального образования и обучения с требованиями рынка труда (через квалификационные рамки, профессиональные и образовательные стандарты, унификации систем сертификации и взаимозачетов, а также через поддерживающую организационную структуру) как на национальном, так и международном уровне, что получило закрепление в нормативно-правовом поле социально-трудовых отношений.