Purpose of the study: One of the most important terms to solve the problems of the education system is the educational institution’s intellectual capital, which significantly transforms the role and functions of the modern educator. The purpose of the article is to identify the essence of the University's intellectual capital and to justify the trajectory of its development, due to the needs and capabilities of education stakeholders. Methodology: Based on the methodology of education quality management the article justifies the leading role of quality education as an imperative of the University development. Intellectual capital is considered from the standpoint of organizational resources that determine the cost of the final product – the quality of education and the competitive position of the University; its development is carried out based on the project-target approach. Results: Modern requirements for the intellectual capital of the educational organization are revealed, the role and essence of pedagogical activity of teachers of higher education institutions in its formation are shown. The importance of continuous improvement of hard and soft competencies of University teachers as a way of incrementing intellectual capital is shown. The adaptive model’s design of University teachers’ career strategies based on design-target mechanisms is presented that determines the organizational development of the University. Applications of this study: The results determined the possibility to consider organizational and human knowledge and competence as a special type of investment to improve the functioning of the University. The recommendations for the construction of models of the University intellectual capital management are presented. The article is intended for employees of the education system, educators, researchers, and heads of the University departments. Novelty/Originality of this study: The contribution is made to the theory of the University’s social and cognitive management based on expanding the powers of quality management in the field of intellectual capital management.

El propósito del estudio es analizar el estado moderno y las perspectivas de uso de la tecnología para la creación y el reconocimiento de códigos QR y verificar experimentalmente la eficiencia y viabilidad de su aplicación en la formación de competencias profesionales de futuros químicos y economistas. Se usaron análisis de literatura científica y metodológica, asi como métodos de diagnóstico (observación, conversaciones, cuestionarios y pruebas) para determinar la eficiencia del uso de la tecnología para la creación y el reconocimiento de códigos QR en la enseñanza de los estudiantes. Asimismo, se utilizó un experimento pedagógico para probar empíricamente la eficiencia y viabilidad de su aplicación para aumentar la motivación y el desempeño durante la formación de competencias profesionales de los futuros químicos y economistas; métodos de estadística matemática. El método propuesto de utilizar la tecnología de códigos QR en las actividades educativas, forma y desarrolla competencias profesionales, asegurando un incremento en los indicadores de calidad del proceso educativo. Por lo tanto, los códigos QR se pueden utilizar en el proceso educativo como una herramienta pedagógica interactiva, con lo que se organizan actividades educativas efectivas de los estudiantes.

Purpose of the study:  The purpose of the article is to substantiate the need for students’ value-semantic attitude formation towards the chosen occupation based on the University educational environment resources activation. This attitude, as practical experience proves, allows more successfully carry out occupational activities, strive for self-improvement of labor skills, and permanently extrapolates this attitude to the profession in one’s own life. Methodology: Research on testing models of value-semantic attitude’s formation to the profession among the students was conducted in the period from 2009 to 2018. Experimental research covered 395 people, including 339 students and 56 teachers. The following techniques and tests contributing to diagnostics were used for the study: the personality's strong-willed organization, the training motivation, educational achievements and need for them, valuable orientation-based unity of the group, the attitude to specific types of occupational activity. Results: The article clarifies the concept of value-semantic attitude to the profession, characterizes the educational environment of the University in the context of this problem, presents the functions and components of the axiological approach aimed at the development of the University educational environment; defines the pedagogical conditions under which students’ value-semantic attitude to the chosen profession will be qualitatively formed. The article reveals the possibilities of simulating such an educational environment. The article describes the results of the interrelated components’ implementation of the developed model for value-semantic relations’ formation, implemented for many years in educational institutions of higher education. Applications of this study:  The possibility of educational courses, methods, forms and training technologies adaptation to the educational environment of universities, regardless of their profile orientation is described. Novelty/Originality of this study: The article proposes adapted and developed diagnostic methods; presents the developed criteria and levels to identify the formation of value-semantic attitude to the profession among the students.