Аналіз стратегічних заходів щодо престижу ЗВО провідних університетів Західної Європи

Abstract

The main content of the study is a comparative analysis of strategies for positioning the leading higher educational institutions of Western Europe in the international information space, namely: Oxford, Cambridge, Edinburgh, Manchester and Bristol universities for the global indicator «prestige of HEI among consumers of educational services or users of educational products», which is based on the indicators of the index of academic reputation; the index of the reputation of the HEI among employers; brand recognition. The author determined the indicators of the index of academic reputation and the index of the reputation of higher education institutions among employers according to the world ranking QS World University Rankings. The article explores the characteristic features, basic methods, and means of positioning leading UK universities. These include stories, conversations, presentations, and the referral method. All of these techniques are widely used during the public talk; on the official websites of the Western Military District; in advertisements of establishments, in social networks. Almost all leading universities use the method of concluding cooperation agreements with various companies and organizations, contributes to the popularization of HEIs and the successful employment of their graduates. The author also notes that the main feature of the positioning of leading universities in the international information space is the promotion of their brands. The researcher concludes that all five universities, with their scientific research, make a significant contribution to the development of the economy and society. Scientists and students have constant financial support for their development. Prizes and awards of scientists are an essential aspect of motivation for scientific discoveries. All universities have personal websites and are in touch with the media, publishing their news on scientific achievements.