Authors conducted a sociological study with further analysis of the opportunities and threats associated with the introduction of the digital environment at the. The proposed criteria for modeling digitalization are focused on activating the innovative and creative potential of students, scientific and project activity of the teaching staff, as well as on improving professional level of training of personnel and employees of the university, including contributing to personal development and improving labor efficiency. These criteria allow the university brand to take a stable position in a competitive environment and expand the target audience. The introduction of a digital information and communication environment makes the economic development of the university stable, and, as a result, expands the options for partnerships, large-scale scientific and educational projects that give the right to enter the modern socio-cultural space of the country and the world.