Activities Of Higher Education Institutions Research Articles

ОЛИЙ ТАЪЛИМ ТИЗИМИДА РАҚОБАТБАРДОШ КАДРЛАР ТАЙЁРЛАШНИНГ ЖАҲОН ТАЖРИБАСИ

The article presents an analysis of the structure of the higher education system of such developed countries as Germany, Japan, South Korea and the United States of America. The features of the management of higher educational institutions by the Ministry and local self-government bodies are described. Positive trends have been identified, such 0as the policy of developed countries in the field of higher education and the government's protection of the interests of higher education institutions. The measures taken by developed countries to solve the problems that have arisen in the field of higher education are analyzed. The directions of strategic planning and coordination of the activities of higher educational institutions for the purpose of reasonable and effective use of available funds are investigated. The issues of improving relations between the state and higher education institutions in the areas of higher education reforms are described. Scientific conclusions and practical recommendations related to the training of competitive personnel in the higher education system are given

Evaluation of the efficiency of agrarian institutions of higher education of Ukraine using the DEA method

The relevance of the study is determined by the need to perfect the evaluation of the efficiency of scientific and educational activities of the country’s higher education institutions and determine the causes of inefficiency. The purpose of this study was to improve the evaluation of the efficiency of scientific publication activities of agrarian higher education institutions of Ukraine using the Data Envelopment Analysis method. The study was conducted according to the general heuristic method, the authors also employed mathematical and statistical methods of processing and analysis of input and output data, computer methods for the implementation of research tasks and abstract-logical methods for determining the degree of relevance, formulation of conclusions. The study substantiated the feasibility of using the non-parametric method of Data Envelopment Analysis to evaluate the efficiency of the scientific and educational activities of higher education institutions, as well as the feasibility of using Voluntary Retirement Services and Compulsory Retirement Service models, which are input-oriented, to evaluate the technical, purely technical, large-scale efficiency of scientific publication activity. Based on statistical information for 2020-2021, the technical, purely technical, large-scale efficiency of the scientific publication activity of 38 agricultural institutions of higher education of Ukraine were evaluated using the Data Envelopment Analysis method. According to the results of calculations, 18% of the educational institutions under study have the maximum value of technical and large-scale efficiency. The average technical efficiency is 0.6, the average pure technical efficiency – 0.7, and the average scale efficiency – 0.85. The analysis of the estimated values of relative efficiency allowed identifying the reasons for the inefficiency of each higher education institution under study, including suboptimal use of educational resources and an unbalanced scale of activity. Based on the study results, a rating of agrarian institutions of higher education in Ukraine in terms of the efficiency of scientific publication activities was compiled, which can be used as an addition to conventional ratings for analysing scientific and educational activities. The results of this study can be used to rank higher educational institutions by efficiency, to find the reasons for their ineffective activities

КОМПЕТЕНТНОСТНЫЙ ПОДХОД В РАЗВИТИИ МОТИВАЦИИ СТУДЕНТОВ ПЕДАГОГИЧЕСКОГО НАПРАВЛЕНИЯ

The article discusses an approach that contributes to the development of students' motivation in the pedagogical direction. The definition of such a concept as a competence approach in training and in the development of motivation is given. The main types of activities in the conditions of training, which are the reason for the decrease in the motivational level, are touched upon. Since lectures are the main activity in higher educational institutions, as well as one of the sources of motivation formation, certain principles for conducting lectures are indicated. An important place is given to the definition of motives, which is established with the help of diagnostics, which is why the emphasis is on the method of questioning. For a competent approach to the issue of motivation in learning, it is necessary to arm yourself with professional knowledge, various methods and techniques, which a competent teacher possesses, striving to constantly develop in this field of activity. Therefore, the main qualities of a competent teacher are also identified. Empirical data were obtained using a survey of junior and senior students based on the methods of T.I. Ilina and A.A. Rean. The construction of models in the form of motivational profiles and histograms was carried out using the Microsoft Excel software.

Identification and Prioritization of Lean Waste in Higher Education Institutions (HEI): A Proposed Framework

Waste in HEIs is difficult to identify, so identifying and prioritizing waste is challenging. This research aims to develop a framework within which to identify and prioritize waste reduction in HEIs. The novelty of this study is that it analyzes and prioritizes waste in HEI from the perspective of four stakeholders in teaching, research, and community services, as well as supporting activities. The process of waste identification was undertaken via observation and literature review, while prioritization of waste was based on the criticality level of waste (CLoW). Determining the criticality level of waste (CLoW) consists of two stages: the first stage is calculating waste scores using questionnaires from students, lecturers, and education staff; the second stage is calculating the critical level of waste using a questionnaire from HEI leaders and analyzing it with fuzzy methods. This study identified 59 types of waste and grouped them into eight types: over-production, over-processing, waiting, motion, transportation, inventory, defects, and underutilization talent. Waste occurs in three HEI activities: teaching, research, community service, and supporting activities. The results also show the priority order of waste reduction and proposed improvements to reduce waste. This study offers a practical contribution to the management of HEIs to identify and prioritize waste reduction. The theoretical contribution of this study is that it fills the research gap of waste reduction prioritization in all aspects of HEI activities involving all HEI stakeholders involved in the business process, namely, students, academics, non-academic staff, and HEI leaders.

Використання проєктного менеджменту як інноваційно-енвайронментального підходу в системі підготовки фахівців з економіки та управління науково-технічною сферою

Today, in the global economic crisis and the transformation of the Covid/SARS-19 pandemic (strains), the issues of development and functioning of distance student learning by higher education institutions are relevant in time. The crisis of Covid-19, in addition to the global pandemic, has dealt a devastating blow to the economy of higher education institutions, they have suffered the most financially. Insufficient level of research, imperfect organizational structure and organization of management of scientific and scientific-technical activities in higher education institutions necessitate revision and improvement of the existing system of research project management in higher education institutions with specific learning conditions. The authors of the study substantiate the method of distribution of research projects among research teams of the educational institution, which takes into account not only staffing and workload of performers, but also has a mechanism for evaluating the successful implementation of the project in the overall portfolio of research projects. A method of assessing the scientific potential of scientific and pedagogical departments of the institution was developed, which in addition to the trivial emphasis on the personnel component takes into account the level of security of the project. It is possible to assess both static and dynamic components of the scientific potential of higher education institutions, as an indicator of sustainability and development of the organization, taking into account the personal achievements of employees of higher education institutions. Economic method of distribution of the bonus fund of employees based on the results of research projects in higher education institutions, as an additional motivational lever to influence a specific project. The authors have identified as an additional motivational tool, developed a method of distribution of the bonus fund based on the results of research projects in higher education, which allows to take into account the personal contribution of executors, project team, necessary resources in conditions of uncertainty. The mechanism of stimulation in the conditions of specific restrictions allows to improve the system of rewarding of the educational personnel, and to differentiate the scientific personnel with use of means of project management.

Theoretical foundations of students’ preparation for professional activity in higher educational institutions

The purpose of the article is to improve the quality and efficiency of education in the world, to pay special attention to the widespread use of pedagogical approaches in the processes of supporting students’ education, rapid changes in the socio-economic sphere, to eliminate the problems of improving the education system, and at the same time to identify the possibilities of using innovative technologies in education. The issues of forming the necessary professional competencies on the basis of building an innovative model of technological processes for training future personnel and improving the content as a result of applying didactic, experimental, model, didactic, methodological, and socio-psychological approaches were discussed.

THE FUNDAMENTALITY OF THE LAWS OF INNOVATION PROCESSES IN THE EDUCATIONAL ECO ENVIRONMENT: THE ASPECT OF TEACHING PHYSICS ON THE BASIS OF STEM

In the article, as a result of the research, the main directions of innovations in the educational activity of higher education institutions in the context of the development of innovations, in particular STEM education, are identified and analyzed. It has been established that the development of innovativeness affects the modernization of higher education, in particular technical in the context of STEM education. It has been found that the development and implementation of STEM education as a component of innovativeness affects the modernization of physics teaching methods in technical higher education institutions, and physics in particular. This modernization requires taking into account the general trends in the development of psychological and pedagogical aspects of higher education in the context of globalization and European integration processes. The main regularities and conditions of functioning of innovative educational processes in technical institutions of higher education are considered. The concepts of interdisciplinarity and levels of integration of scientific knowledge are analyzed and highlighted: intradisciplinary, interdisciplinary, supradisciplinary, transdisciplinary. The result of the innovation process is the transformation of new types and ways of human life into socio-cultural norms and models that ensure their institutional design, integration and consolidation in the culture of society. New knowledge that arises as direct experience within the framework of research work is removed from the sphere of the cognitive process and transformed into an innovative process in new systems of technological activity. STEM innovations are one of the main socio-cultural prerequisites for the development of social practice, its enrichment with new cognitive, technological forms of human experience, which are subject to reproduction in the process of their mastery by students of higher education of the new generation. It was determined that the achievement of the professional goal for the subject of training is ensured by integrated scientific knowledge of physics and professional disciplines, which is a prerequisite for mastering methods of solving industrial problems, where the difference between educational and professional activities from practical and cognitive activities is considered, taking into account the concept of STEM education.

Capacidades dinâmicas e inovações orientadas à sustentabilidade em instituições de ensino superior: um estudo de caso

Abstract This paper aims to analyze the Dynamic Capabilities (DC) from their micro-foundations (sensing, seizing, and reconfiguration) that help in sustainability-oriented innovation (SOI) activities (organizational optimization, organizational transformation, and systems building) and that lead to the development of innovations in the context of higher education institutions (HEIs). This research has a descriptive and exploratory nature, developed through a case study in an HEI located in the northeast region of Brazil. The study was based on interviews with key sustainability managers within the institution and on research of institutional documents related to the subject. As a result, the existence of specific sensing, seizing, and reconfiguring microfoundations for HEIs that can enable SOI in the three levels of activities studied was verified, highlighting important relationships between them. This work contributes to the advancement of knowledge about SOI activities in HEIs by identifying the microfoundations that drive such activities and addressing a gap in studies on microfoundations of SOI dynamic capabilities and activities in higher education institutions. In practical terms, this article can serve as a basis for HEIs managers to understand what they need to do to drive SOI activities, especially in building systems for the development of innovations with social and economic impact for territories beyond institutional boundaries.

РАЗВИТИЕ МЕТОДОВ И МОДЕЛЕЙ УПРАВЛЕНИЯ ДЕЯТЕЛЬНОСТЬЮ ВЫСШИХ УЧЕБНЫХ ЗАВЕДЕНИЙ

The issues of development of methods, models and mechanisms for managing the activities of higher education institutions in the conditions of confrontation between Russia and western countries have become increasingly significant. These external influences on public authorities, enterprises, institutions and organizations of the subjects of the Russian Federation cannot be ignored in the development of higher education science and its participation in the assessment of the effectiveness of all economic entities in the region. The development of national institutions of higher education needs new approaches, concepts, methods and models, or a significant transformation of those that are currently used in practice. Aim. The aim of the work is to create a set of mechanisms, methods and models to improve the efficiency of management of higher education institutions and their more competent interaction with public authorities and management bodies, as well as industrial enterprises and organizations located on the territory of the region. Materials and methods. The results of analysis of researches on improvement of methods, models and technologies of management of work of higher educational institutions, as well as enterprises and organizations are used. Results. The expediency of modernization of mechanisms of management of higher education institutions, as well as methods and models used in this process is shown. Conclusion. The scientifically grounded provisions defining the key directions of the development strategy of the higher education institutions' activity management system have been formulated.

ПРАКТИКО-ОРИЕНТИРОВАННЫЙ ПОДХОД В РЕАЛИЗАЦИИ ОБРАЗОВАТЕЛЬНЫХ ПРОГРАММ ГУМАНИТАРНОГО НАПРАВЛЕНИЯ В ВУЗЕ

Modern realities of educational practice indicate the need to intensify practice-oriented training of specialists. The connection between theory and practice ensures purposeful and productive educational activities of higher educational institutions by deepening the focus of educational programs on practical training. The value of a practice-oriented approach is also growing in connection with the requirements of state policy in the aspect of federal state educational standards, the content of which is aimed at high-quality training of a competent specialist with professional and personal qualities that are in demand on the labor market. In pedagogical science, conceptual ideas about the practice-oriented approach, principles, and methods of its implementation are substantiated. However, today the problem of training specialists in the humanities is quite acute, the educational process of which is more focused on theorized learning. In this regard, there is a need to expand the boundaries of applicability of the practice-oriented approach in the implementation of educational programs in the humanities.

QUẢN LÍ HOẠT ĐỘNG ĐÀO TẠO TRONG BỐI CẢNH CHUYỂN ĐỔI SỐ - NGHIÊN CỨU TÌNH HUỐNG TẠI HỌC VIỆN QUẢN LÍ GIÁO DỤC

In recent years, the number of research projects in Vietnam and abroad on digital transformation in higher education has significantly increased with a variety of research topics, but the number of in-depth research topics and comprehensive management of training activities of higher education institutions in the context of digital transformation has been limited. To address this research gap, the article focuses on analyzing the current situation of training management in the context of digital transformation at the National Academy of Education Management on the basis of a theoretical framework for digital transformation in higher education institutions. The article employs mixed research approach and convergent parallel mixed method design (Creswell, 2013), which uses and analyzes 29 secondary data, questionnaire survey with 244 students, indepth interviews 8 staff, lecturers and 9 students. Research results have shown the characteristics of training management in the context of digital transformation on five aspects: leadership and strategy; facilities, infrastructure, technology; regulations, operation; people; organizational culture. The research results are meaningful for public higher education institutions that are in the early stages of digital transformation.

ФАКТОРИ РОЗВИТКУ ПІДПРИЄМНИЦЬКОГО УНІВЕРСИТЕТУ

The article considers the need to generalize the external and internal prerequisites for transforming a higher education institution into an entrepreneurial organization. It is proved that entrepreneurship in the education system is the innovative activity of higher education institutions aimed at the formation and development of the educational potential of society based on the economic laws of the market. It is proved that in the education system, innovations are an instrument of entrepreneurial activity, and the adaptation of the educational complex to new economic conditions will allow attracting investment resources to this industry. The main trends that determine the need to transform domestic higher education institutions into entrepreneurial universities are substantiated, the main ones being a relative decrease in funding for educational institutions and fierce competition between higher education institutions for attracting both budgetary funds and additional funding. It is proved that the set of changes that occur in the process of implementing innovations make organizations open, flexible and responsive to changes in the external and internal environment, which pose new challenges to universities, the main of which is the intensification of resource use and the search for additional sources of funding. It is determined that one of the directions in the entrepreneurial activities of universities is franchising, which includes the widespread dissemination of innovative methods, teaching materials, books, electronic publications and bringing their own developments to the level of wide consumption. It is proved that one of the factors determining the transformation of higher education institutions into an entrepreneurial organization is a developed network of branches and representative offices of many large universities, which defines a university as a network organization, the level of development of which determines its business activity and helps to attract additional financial resources. It is substantiated that in modern conditions small business is the basis for building entrepreneurship at the university, which at the same time retains the potential for its own growth and development. It is proved that the combination of small innovative business and the functioning of the university as an entrepreneurial organization provides this structure with dynamic stability and development capability.

ІНСТРУМЕНТИ ВИМІРЮВАННЯ ЯКОСТІ ОСВІТНЬОЇ ДІЯЛЬНОСТІ У КОНТЕКСТІ ЗА БЕЗПЕЧЕННЯ ЇЇ ЕФЕКТИВНОСТІ В УМОВАХ ВОЄННОГО СТАНУ І ПІСЛЯВОЄННОГО ВІДНОВЛЕННЯ КРАЇНИ

Summary. This article the determined that there are various mechanisms for assessing the quality of educa-tional activity of higher education institutions: accredita-tion, framework and rating, but university ratings are the most optimal mechanism for measuring the quality of educational activity in the context of ensuring its effec-tiveness. The indicators for measuring the quality of edu-cational activity used in the Standards and Guidelines for Quality Assurance in the European Higher Education Area (ESG), the European Teaching Rankings (THE Europe Teaching Rankings) were analyzed the Shanghai Aca-demic Ranking of World Universities (Shanghai Ranking, ARWU), the Times Higher Education World University Rankings and the QS (Quacquarelli Symonds Ltd) World University Rankings, QS), national rating "TОР-200". According to the criteria of dominance of objective or subjective and result or reputation components, the main international university rankings can be ranked in the following order: (Shanghai Ranking) – objective, result; THE World University Rankings – objective-subjective, result-reputational; QS World University Rankings –sub-jective-objective, reputation-resultative; reputational andadvertising.The use of this approach to ensure the quality of edu-cational activity will improve the reputation of national universities in the world educational space, and in the modern conditions of war and in the period of post-war reconstruction, it will provide an opportunity to update and update educational programs, increase the im-portance of universities as a leading component of the socio-economic recovery of the country.

Digitalization of economy: Discourse analysis perspective

Digital economy represents a system of economic relations mediated by technological achievements. In the near future, according to the opinion of some analysts, companies with a high level of digitalization will take the leading positions in the global and national markets. Today, a number of progressive companies are widely introducing digital tools in various sectors of the economy, investing money in the construction of data processing centers and the introduction of storage systems for business operations and customers. It is understood that digital tools may allow combining production with individuality, shortening the period from the development of an innovative idea to the sale of finished products, and providing an opportunity to achieve effective customization to meet consumer requirements. This is exactly what we are witnessing today in the activity of higher education institutions which have demonstrated flexibility and predictive capability in fitting in with modern economic processes.

Model of project-oriented management of scientific activity of higher education institutions within innovative programs

Model of project-oriented management of scientific activity of higher education institutions within innovative programs

Астахова І. Е. МАРКЕТИНГОВИЙ ПІДХІД ЩОДО ВИЗНАЧЕННЯ ТА ФОРМУВАННЯ НАВЧАЛЬНОЇ МОТИВАЦІЇ СТУДЕНТІВ

Annotation. The purpose of the article consists in substantiating the expediency of using a marketing approach in determining and forming students' motivation for educational and cognitive activities in higher educational institutions. Research methodology. Achievement the goal set in the article was achieved using the following methods research: logical generalization and scientific abstraction, structural analysis, analytical method. Results. The article examines the concept of "motivation", characterizes the factors affecting the formation of motivation to study, gives and analyzes the results of a marketing research on the educational motivation of students of different courses and age groups, and systematizes the main motivations for studying students in higher educational institutions. A marketing approach is proposed that allows identifying the perceived need for cognitive activity based on the student's already existing interest and transforming it into the student's motivation to study. The evidence of the positive result of the influence of the proposed approach to the formation of the motivation of educational and cognitive activity of students in the process of their studies in higher educational institutions is the results of the questionnaire of students of Kharkiv National University of Economics named after Semyon Kuznets . Based on the results of the research, it was found that the motivation to study differs in junior and senior years. Internal motivation and interest in the chosen specialty prevails in the motivation to study of junior year students, while in senior year students, a more external motivation is formed, focused on professionalism and the possibility of career growth. In the course of marketing research, it was determined that the motivation of junior year students is dominated by "educational and cognitive" and "social motive", while senior year students are dominated by "professional motive" and the motive of "creative self-realization". This indicates a desire to obtain as much information as possible, which can be useful for further professional activity and is aimed at interaction with the social environment. Practical significance results research. Use in practice proposed theoretical and applied approaches will allow to increase the effectiveness of educational and cognitive activities, which has an important impact on the productivity of learning, the level of personality development and its desire for self-development.

Кризовий менеджмент переміщених ЗВО України в умовах воєнного стану

The effective work of ZVO is the result of the synergy of several factors, among which is the management system through the introduction of effective governance and the implementation of the quality management system in accordance with international standards (ISO 9001). The key conditions for the functioning of such a system are the strategic planning of the development of higher educational institutions, the distribution of powers and responsibilities among all managers and employees, conducting self-analysis in the form of internal audits, self-assessment, analysis of the quality management system, and the introduction of managerial practices for developing the potential of higher education institutions. The article contains the experience of Ukrainian institutions of higher education that were relocated in the period 2014-2022 as a result of Ukraine’s war with Russia on its territory. The author aimed to summarize her own experience of relocation, management of a relocated university, and cases of consulting other displaced higher education institutions within the framework of Fulbright projects and programs in Ukraine. Such a generalization of crisis management practices by universities under martial law can be useful both from a research point of view and from a practical point of view because the return of these universities will again require operational tools. Among them are a management audit after relocation, practices and mechanisms of team building and strategic management taking into account the new labor market and society’s demands, a system for evaluating the effectiveness of management and teaching activities, a system of management practices for the development of higher education potential. Implementation of management steps through a comprehensive audit of personnel, management, communication, material and technical resources and social capital of the university; identification of problems and growth points; consistent problem-solving and strengthening of positions for the purpose of development and increase of potential can become effective in reviving the activities of higher education institutions in new locations and national higher education on the way to the recovery of Ukraine in war and post-war times.

VALUE STREAM MAP OPTIMIZATION MODEL IN THE FIELD OF EDUCATIONAL SERVICES

The relevance of the implementation the Lean Production quality management model in higher education institutions (HEIs) in Ukraine has been proven to optimize the stream of HEIs business processes in order to improve the quality of functioning of HEI as an economic activity subject and increase the competitiveness of educational services, scientific and educational products. The modern approaches of scientists to the Lean Higher Education and the construction of a process model of activity and the identification of key business processes of HEIs are analyzed. The purpose of the article is to develop the optimization model for the stream of business processes based on Lean technologies and to apply the model to visualize and optimize the key process of business process at the Kharkiv National University of Radio Electronics (NURE). A DFD model of the optimization process of the Value Stream Map (VMS) - a quality management tool created within the framework of the Lean methodology for process stream analysis - was developed. The model optimization criteria are proposed. During the development of the map optimization model, the peculiarities of the result of the HEI activity, which is a combination of educational service, educational and scientific product, were taken into account. The practical significance of the article lies in the study of the HEI key process "Development of educational and methodological support of the educational process". Decomposition of the main process was carried out. The second and third levels processes for the value stream mapping was distinguished. The current state VSM of the process "Development of educational and methodological support of the educational process" was developed, the indicators of the effectiveness of the value stream at the department of information and measurement technologies of the NURE were calculated, the "bottlenecks" of the stream were analyzed. Measures to optimize "bottlenecks" based on the criterion of minimizing time are proposed. Prospects for further research in the chosen direction are determined as the implementation of Lean technologies in the activities of HEIs are the development and optimization of VSM for all key processes of HEIs.

Internationalization of African Higher Education in the Time of Emerging Global Realities

Abstract: This paper aims at exploring opportunities and challenges of internationalization of higher education institutions (HEIs) in Africa so as to encourage South–South partnership. In order to achieve this objective, desk review of experiences coupled with historical sketch were employed. Qualitative review of experience was selected to examine the comparative viewpoints of challenges and opportunities in internationalization. The approach and materials consulted were chosen depending on policy relevance and appropriateness to the context. Accordingly, research-based documents were thematically organized and analyzed. As African universities are part of the wider Global HEIs, academic activities of HEIs in the South are positively and adversely influenced by institutional culture and technological advancement of the North. Although Africa is endowed with strong communal culture and natural resources, most HEIs are in the ivory tower detached from real-life-situations and far from addressing existing and emerging problems of the society. Based on research findings and institutional examples, internationalization of higher education in Africa lacks experience and heavily relies on Western approaches, and considered as weak in terms of resource and network. Hence, the findings focus on how to maximize homegrown approaches for HEIs in Africa and address limitations in the direction of mobility and ICT.

METHODS AND MEANS OF INFORMATION AND ADVERTISING ACTIVITIES OF UNIVERSITY DEPARTMENTS IN SOCIAL INTERNET ENVIRONMENTS

Today, all advertising activities are moving to the social media of the Internet. The period of the covid-19 pandemic and the martial law in Ukraine accelerated this process. Now it is difficult to avoid that something cannot be found on the Internet. Institutions of higher education are no exception. Universities and their divisional divisions also need promotional activities to attract applicants and branding through the social media of the Internet. Attracting applicants by informing them about university departments is a career guidance activity. With the advent of distance learning, informational and advertising activities of higher education institutions in social networks began to gain popularity, in particular, for career guidance purposes. In order to carry out informational and advertising activities of university units in the social environment of the Internet, it is necessary to create an informational image. The creation of an informational image of university units is done by creating official pages in social networks. The most popular social networks for creating an informational image of the university’s divisions in the social environments of the Internet are Facebook, Instagram, and Telegram. The article develops a formal model of the information image of units of a higher education institution. The requirements for the pages of higher education institutions and their departments are different from ordinary pages for goods or services, given their specificity and target audience. Therefore, the requirements for creating pages of university divisions in social networks are as follows: logo of the division, name of the division page with affiliation to the institution of higher education, information about the division (“cap” of the profile) with the following data: page name, name of the division, abbreviation of the institute/university, university affiliation, website of the unit, address of the unit, telephone. The article describes the stages of maintaining a career guidance activity page. The list of elements that are part of the career guidance topic of the post has been defined: the name of the specialty; the name of the department that trains specialists in the chosen specialty; terms of study; form of education; cost of education; contact information of the department; license volume. The tools and methods of information and advertising activities of departments of higher education institutions presented in the work were implemented at the Department of Social Communications and Information Activities of Lviv Polytechnic National University for three years.