Karamyshev D, Hordiienko L, Grybko O, Didok Y, Hren L. Rating evaluation and proactive branding of universities as component systems of quality management in the conditions of integration into the international educational space. Sci Herald Uzhhorod Univ Ser Phys. 2024;(55):1924-1933. DOI: 10.54919/physics/55.2024.192cu4
Rating evaluation and proactive branding of universities as component systems of quality management in the conditions of integration into the international educational space
Dmytro Karamyshev, Liudmyla Hordiienko, Olga Grybko, Yuliya Didok, Larysa Hren
https://doi.org/10.54919/physics/55.2024.192cu4
Abstract
Relevance. The relevance of the problem investigated in this scientific article is determined by the fact that at the current level of integration into education, methodical approaches to improving systems for rating the results of higher education institutions, as well as forms of proactive branding and positioning in the importance of implementing strategies, are not sufficiently specified.
Purpose. The main goal of the scientific article is to form a practical concept for improving systems for evaluating the results of a higher educational institution, substantiating the methods of proactive branding and positioning in the context of integration at the European educational level.
Methodology. The following methods were used during the work: analytical, semantic, bibliographic, methods of generalization and systematization, methods of observation, modelling, forecasting and evaluation.
Results. The main results are that priority integrative components of proactive branding and positioning of the university have been determined, in particular web resources, place of interested parties, internationalization processes. The effectiveness of mass media influence tools, which encourage certain organizations and target categories of citizens to make decisions regarding the use of educational services in the conditions of competition on the knowledge market, was also thoroughly substantiated and proven. The main criteria for evaluating the effectiveness of the training of applicants for a certain specialty and relevant educational programs within the field of knowledge were determined.
Conclusions. The practical significance of the study is that it has been proven that the international branding and positioning of the university should become a separate integrative and proactive direction of its scientific, educational and innovative activities. This will make it possible to demonstrate the leadership qualities and uniqueness of leading Ukrainian universities, use new integration approaches, and open new investment and international perspectives. The results obtained can be used by specialists in the field of pedagogy in practice for future research or introduced into the educational process.
Keywords: mass media; performance indicators; the STEPS model; institution; positioning strategy
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