Formation and promotion of the image of a modern university in the context of state rating projects

Abstract

The relevance of the study of the theory and practice of reputation management of higher educational institutions is of an enduring nature. In the second and third decades of the 21st century, the conceptual and applied rethinking of this activity was significantly influenced by the state rating projects “5-100”, “Priority-2030” and MosIUR, which presented a list of assessment requirements for the work of building the reputation of universities and allowed it to be focused. The formal indicators of their effectiveness contained in the projects do not exhaust the list of positions that make up the content of the attractive image of a higher education institution, but are the result of their implementation. In order to update this list, the article uses methods and structure that involve the analysis of conceptual theoretical foundations for building the image, reputation and brand of an organization – a subject of socio-economic relations, including a university; general overview of activities within the framework of the “5-100”, “Priority-2030” and MosIUR projects; as well as qualitative studies of the experience of their implementation by the 4 Russian Universities. The results of the study were analytical conclusions on optimizing approaches to the theoretical foundations of university reputation management and its applied components, which describe such as identifying a university using visual components, semantic content of messages to target audiences, studying the competitive environment, and creating an image in the media field.