International Activity of P. I. Tchaikovsky National Music Academy of Ukraine as A Vector of Brand Development of A Higher Educational Institution

Abstract

The specificity of cultural creation in the 21st century is considered in terms of certain unification, which is characterized by powerful trends towards globalization and alterglobalization, as well as the intensity and dynamism of communicative processes that affect the mutual enrichment and mutual borrowing of various cultural strategies and practices. The article highlights the problems of modern art education in Ukraine. There is an updated need for branding art universities as institutions that enable young people to obtain professional training in accordance with the requirements of current legislation and constantly fight for the right to be in the rating of potential and competitive subjects in the educational activity. The multi-vector nature of the artistic educational paradigm, thanks to which modern trajectories of the development of a competitive higher education brand are formed, are described in the article. The priority directions of the international activity of the P. I. Tchaikovsky National Music Academy of Ukraine are highlighted as those that ensure competitiveness. It was found that the lack of a clear understanding of the nature and structure of art education branding leads to the loss and devaluation of a significant number of principles in the process of purposeful development of the higher education brand. The co-branding initiatives of the P. I. Tchaikovsky National Academy of Music of Ukraine are outlined, aimed at building systemic partnerships with other institutions in the form of international parity cultural and artistic dialogues, which in terms of content and design comprehensively meet the demands of modernity. The four-vector model of the Academy's international partnership is substantiated and detailed, in which the first vector involves interaction with the prioritization of the educational component, the second is aimed at partnership with the dominance of the cultural and artistic direction, the third enables the conclusion of interinstitutional agreements with a particular emphasis on the synergy of scientific cooperation, and the fourth has universal in nature and oriented towards cooperation with global international organizations such as UNESCO and the UN