Modernization of higher education as the next stage of its reform, taking place in changed social conditions when it is necessary to ensure the quality of education based on preserving its fundamentality and compliance with modern trends in the development of society and the national economy in the transition from University 1.0 through University 2.0 to University 3.0, reinforces the significance of university identity. The goal is determined by the actualization of the assessment of the current state of university management in the formation of effective models with due regard for the common sociocultural approach to the management process in the field of higher education of the Republic of Belarus and the Russian Federation and cognitive features of the development of educational systems in the post-Soviet space in the conditions of digitalization Economies 4.0. The material for the study was based onthe official documents of the Governments of the Republic of Belarus and the Russian Federation, as well astheoretical and empirical research methods of comparative analysis and interpretation of research literature on management issues in higher education were used.The identity of the university development in neighboring countries with further transformation to the University 3.0, which allows ensuring the competitiveness of the university from knowledge generation to its transfer, and the creation of cluster formations, has been noted. The main criteria of the institutional environment for university management have been formalized: the choice of management strategy, the massivizationof higher education, the bureaucratization of managerial decisions, budgeting restriction, academic mobility, formalization of rating indicators, interdisciplinarity, and commercialization of scientific results. The effectiveness of marketing communications is determined primarily by the choice of the subject structure from a rigid set of nuclear programs to an open curriculum, as well as the brandingof universities.The role of teaching staff in the management process has been highlighted.The research work presents a comprehensive study of the institutional approach in the educational environment of higher education and the structuring of problematic aspects in the management of modern educational institutions in the post-Soviet space: in the Republic of Belarus and the Russian Federation.Under existing conditions, the university management requires the preservation of value-oriented approach, considering the influence of the objective factors of the external and internal environment.

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The digital transformation of higher education through the quantitative accumulation of the attributes of innovative technologies leads to a qualitative change of the content of educational resources by adapting modern online resources that are widely used in foreign practice and are actively promoted in the open educational space of the Russian Federation in order to increase the effectiveness of the so-called selfregulated students' learning, motivation for studies and self-control. The use of online education technology is a modern trend for increasing the competitiveness of universities and the formation of a new generation of specialists, having knowledge, skills and competences for working in the global information infrastructure. Opportunities for open education allow to master the new resource potential in the framework of full-training and individual modular projects. The content analysis of the subject of Russian online courses has revealed a number of problems dealing with the organization of online courses: in accurate determination of the target audience, the shortage of interactivity and the lack of courses tracking. Blended learning with an increase in the share of online courses in basic disciplines can be considered the best solution for undergraduate studies.