Consumers Of Educational Services Research Articles

Desirable and disposable: Tracing the racialization of Chinese students in American higher education

This article dissects the current conjuncture facing Chinese international students in the U.S. higher education, situating their experiences within the history of Asian racialization. By examining key moments of the racialization of Chinese students in the US – 1949–1959, 2006–2017, and the period following 2018 – it illuminates how the intricate interplay of domestic racial politics and geopolitics have contributed to the paradoxical portrayal of Chinese students as both desirable and disposable within American racial capitalism. As they navigate their multifaceted roles as knowledge workers and prime consumers of educational services, these students encounter the challenges of an evolving neoliberal multiculturalism and fluctuating U.S.-China relations, placing them at the center of America’s ongoing political tensions. This exploration enhances our understanding of international student mobility, bridges discussions between critical race studies and geography of race, and introduces a fresh racial perspective to the field of education geography.

Will AI Become a Threat to Higher Education Sustainability? A Study of Students’ Views

Universities started to use artificial intelligence (AI) tools to improve the quality of higher education services. However, the rapid adoption of AI tools in higher education (HE) may lead to sustainability issues. On the one hand, there are prerequisites for using AI tools to achieve Sustainable Development Goal 4 (SDG 4). On the other hand, as consumers of educational services (stakeholders), students have their own opinions about using AI in the educational process. The purpose of this study was to explore students’ opinions on the use of artificial intelligence tools in higher education. The authors analyzed student responses to the question: “Do you think AI threatens higher education in the next five years?” The authors formulated this question based on the definition of “a safe learning environment”, which is associated with a “safe” learning environment (SDG 4.3). The authors made use of a literature review, a bibliometric analysis of 5000 sources, a survey of 1104 students from eight universities in Eastern Europe through cloud technologies to host a special electronic questionnaire, statistical processing of questionnaires, and testing of statistical hypotheses. The authors formulated and tested two pairs of competing statistical hypotheses. Finally, the authors obtained three new scientific facts based on the respondents’ answers. New scientific facts were obtained using a standard level of statistical hypothesis testing (α = 0.05). The main scientific fact is that 10.17% to 35.42% of students think that Artificial Intelligence threatens higher education. According to student opinions, AI may hurt the sustainability of higher education (SDG 4.3). The authors are confident that new scientific facts help conceptualize and promote didactic theory and practice. The study results are needed to predict, plan, and implement organizational, pedagogical, and methodological measures aimed at SDG 4.3 through a “safe” learning environment while further expanding the use of AI in higher education.

The development of state-legal regulation and certain civil law aspects of the higher education system in the Republic of Kazakhstan

Relevance. Modernisation in the higher education system is designed to ensure the stable position of the Republic of Kazakhstan in the world arena, as well as guarantee the future of its citizens and, importantly, develop the country's human capital. Purpose. This paper aims to provide an overview of the legal reforms of the higher education system in the Republic of Kazakhstan, as well as a brief description of the advantages of the higher education system. Methodology. The study reviews and analyses relevant laws, government programs, and strategic documents related to higher education reform in Kazakhstan. It also provides comparisons to higher education systems in other countries. Results. The analysis reveals that Kazakhstan has made significant strides in modernizing its higher education system through a series of reforms. These reforms include the introduction of new educational standards, decentralization of educational management, and the implementation of international accreditation standards. The study also identifies challenges such as the Soviet legacy and issues arising from the adaptation of foreign educational models. Conclusions. Kazakhstan has made significant efforts to modernize its higher education system and increase international competitiveness. While much progress has been made in a short time, challenges remain in fully implementing reforms and ensuring high-quality education. The government continues to prioritize higher education development through strategic programs and policies. Keywords: higher education system; consumers of educational services; quality of education; quality of educational services; accreditation; regulatory legal acts

Digital transformation of the promotion of educational services of Kazakhstani universities

Digital channels have become the modern priority channels for promoting educational services. Integration into the international educational space, changes in the priority of communication channels, and digital transformation have led to the need to rethink existing approaches to the digital promotion of educational services of Kazakhstani universities. Particular interest in modernizing the promotion of educational services is caused by the fact that representatives of the new generation, Generation Z, are now becoming consumers of educational services. The basis of this study was the analysis of digital promotion channels as the main source of information and value, the needs of generation Z, who are now becoming the main consumers of the services of universities, including those in Kazakhstan. The purpose of the study is to determine the priorities for the digital promotion of educational services, to build a model for the digital promotion of university educational services, taking into account the needs of key consumers—generation Z, digital channels, and educational programs of the university. Hypothesis: priorities for digital promotion of educational services of universities should be differentiated depending on the popularity and technical parameters of the sites. The web resources similarweb.com, pagespeed.web.dev, wordstat.yandex.ru, sitechecker.pro were used as analysis tools. A correlation analysis of queries on university websites and the core values of generation Z was carried out. The closeness of the pairwise correlation between the total number of visits and website performance, search engine optimization, recommendations, and special features was determined. Based on the research, a model for promoting the university’s educational services has been structured, highlighting key components: educational programs, digital technologies, and the values of generation Z.

Роль digital-комунікацій в залученні споживачів освітніх послуг

The article discusses the influence of digital communications on the behavior of consumers of educational services and the role of digital communications in the choice of a higher education institution by consumers. An analysis of research and publications of domestic and foreign authors on the problems of attracting consumers of educational services and the role of digital communications in the process of training higher education applicants is carried out. It is noted that, in general, this area of research is gaining more and more popularity, as the role of digital technologies in the processes of learning and consumption of educational services is growing. However, along with understanding the advantages of digital communications, you should be attentive to their disadvantages and challenges. In general, digital communications have great potential for further development of higher education and attracting a wider audience to learning, but it is important to take into account all their advantages and disadvantages to achieve maximum results. The aim of the aticle is to study the role and significance of digital communications in attracting consumers of educational services. The object of the research is the influence of modern digital communications on the behavior of the consumer of educational services of a higher education institution. The subject of the research is a set of theoretical, methodological and applied measures to improve the process of attracting the consumer of educational services of a higher education institution on the basis of digital communications. In the course of the study, the methods of questioning, structural and logical analysis, comparison and generalization of the research results were used. The methodological and informational basis of the study is scientific works, materials of periodicals, Internet resources. The article discusses the communication channels that were more authoritative for consumers and had the greatest impact on the decision to choose a higher education institution, and provides the results of marketing research conducted using Google forms during 2020–2024 and which was attended by 1033 students of the State University of Intelligent Technologies and Communications. Emphasis is placed on the matter that digital communications today are an integral part of marketing campaigns in the promotion of educational services. Digital technologies allow you to effectively promote educational services, attract new students and grow your audience, as well as significantly facilitate and improve the marketing of educational services, helping to achieve the desired goals and success in this competitive market. However, the best result can only be obtained by combining digital communications with traditional channels of promotion.

Consumer behavior on the market of educational services: features of choosing a specialism and a higher educational institution

Methods. The results are obtained with the following methods: logical-analytical and generalization in the analysis of the main theoretical approaches to the formation of the model of consumer choice on the market of educational services; abstraction in determining the main components of the consumer behavior model on the market of educational services; methods of marketing research in determining the characteristics of consumer behavior on the market of educational services. Results. The segmentation of consumers of educational services was carried out and the main segments were identified, which demonstrate different types of consumer behavior, to which appropriate marketing efforts should be directed. The influence of internal and external factors on the behavior of consumers of educational services is determined. A model of the behavior of potential consumers of educational services has been developed, which depends on the motives and the presence or absence of a vector of further development. It has been established that the number of applicants is directly proportional to the level of loyalty of existing students. In order to build an effective marketing strategy, it is necessary to identify the motives that encourage applicants to choose certain specialism. Novelty. Behavior models of potential consumers of educational services depend on individually determined motives and the direction of the vector of the life trajectory (understanding of the further development of the personality). Understanding the possibilities of corporate communication and their use increases the level of satisfaction of both students and applicants. Practical value. The target segments of consumers of educational services and their behavioral characteristics at various stages of consumer choice taking into account individual motives have been determined.

Специфіка формування конкурентних переваг ЗВО на основі ціннісного підходу в умовах війни

The purpose of the study is to develop proposals for the formation of competitive advantages by higher education institutions in the context of war based on a value-based approach. Methodology. The theoretical and methodological basis of the work is a system of general sci-entific and special methods of scientific knowledge, which are directly related to the purpose and objectives of the study. The research methods used in the study include statistical, comparative analysis and generalisation methods to identify the factors influencing the change in demand in war-time. Index methods were used to assess the severity of competition and the core of the higher edu-cation market. The method of hierarchy analysis by T. Saaty was used to establish the weight of value criteria by students, independent of the subjectivity of their choice. Findings. It has been found that in the higher education market, the concept of marketing in-stitutionalisation was applied in response to the spread of the COVID-19 pandemic and the specifics of higher education institutions in wartime. This has forced the educational, scientific and innova-tive components of higher education institutions to undergo dramatic changes. Based on the analysis of the competitive environment of higher education institutions and the results of a marketing study of student opinion, the value parameters of students' choice of higher education institutions in times of war are identified. The value parameters of the choice of higher education institutions include: the level of qualification of the teaching staff; the region of location of higher education institutions; cooperation with foreign universities; reviews in social networks; and the availability of the chosen speciality. Using the method of hierarchy analysis, T. Saaty has established a ranking of universities ac-cording to the criteria that are valuable for students. As a result of the study, recommendations are made on the implementation of value parameters of students' choice of higher education institutions in the model of providing educational services of higher education institutions. It is proved that the model of providing educational services of higher education institutions should be developed taking into account the strategic directions of development of higher education institutions, hierarchical, value-based approaches, added value and complementary development of related and compatible sectors of the economy. Practical implications. The model of providing educational services by higher education insti-tutions based on the value-based approach is recommended to be used in the development of pro-grammes to motivate students to return to the country after completing their studies in order to re-store Ukraine's economy in the post-war period by the marketing departments of such institutions as the Ministry of Digital Transformation, the Ministry of Education and Science of Ukraine, the Ministry of Infrastructure of Ukraine, the State Employment Service under the Ministry of Econo-my of Ukraine and other institutions. Value. The implementation of value-based parameters of choice by higher education institu-tions in the model of providing educational services by higher education institutions increases the ability for dynamic growth in innovation and integration, adaptive flexibility to changes in the glob-al higher education market, and ensures the realisation of national interests in education. Taking in-to account international rankings will help to raise awareness among consumers of educational ser-vices about the priority of educational services, identify the professionalism of staff, improve the quality of management of educational processes, and facilitate the integration of higher education institutions into the international scientific and educational space.

Проблемы трудоустройства выпускников профессиональных образовательных организаций в условиях современной экономики России

The article examines the problems of the modern Russian labor market: the lack of specialists, scarce specialties, and replenishment with new specialists – graduates of professional educational organizations – including the ways graduates search for work and methods that allow graduates to find employment. An important place in this study is given to the employment of young professionals. One of the main criteria (requirements of the Ministry of Education of the Russian Federation) and accreditation indicators for assessing the quality of training of specialists by professional educational organizations is the number of employed graduates. The indicators of employment in their specialty are also important, which is considered an indicator of the quality of training future specialists. To evaluate this criterion, the study analyzes employment indicators and the methods of employment used by graduates when searching for work in modern economic conditions. The analysis of statistical indicators on the graduation and employment of graduates over the past years, their dynamics, and factors of influence are revealed. The main goal of the study is to find opportunities to achieve an equilibrium between supply and demand in the labor market. As a result, the authors propose a model of interaction between the main participants in the educational process. The main participants in the proposed model are employers (enterprises, businesses, etc.), creating demand for specific labor market specialists; professional educational organizations (offering educational services); consumers of educational services (students and applicants; parents of students); and the state (as the main customer of in-demand specialists for the country's economy). The author's model structures the methods of interaction between participants in the labor market, allows us to identify the factors influencing the interaction of the main ones, and can be applicable for the national labor market and for regional markets.

Synergy of the Triad “Education - Employer - Labor Market” as a Strategy for Advanced Forecasting of Social Order

Key words: market environment, reform, education system, social partnership, social order, corporate nature, labor market demands The article is devoted to new strategies for the interaction of the corporate triad “education - employer - labor market”. Nowadays, the orientation of education towards fundamental knowledge has eventuated to be out of demand in the labor market, since the real economy demands specialists with experience and skills in the application of this knowledge. Education faces a new challenge: strengthening the social partnership between universities and the labor market in order to obtain synergistic results. In this triad, the employer acquires a special role, since it is the one who is the final consumer of educational services. In fact, education and the labor market should integrate their efforts in the interest of a common goal: the sustainable development of countries and social welfare. Education and science play a key role in this integration, as they are generators of innovative development, new knowledge, and technologies for the application of that knowledge. The article describes international experiences of strategic partnership between universities and business communities, so it suggests potential algorithms for effective cooperation.

ЗАСТОСУВАННЯ МОДЕЛІ ПОВЕДІНКИ ЕНГЕЛЯ-КОЛЛАТА-БЛЕКВЕЛЛА ЩОДО СПОЖИВАЧА ОСВІТНІХ ПОСЛУГ

The purpose of the study was to analyze the peculiarities of the formation of the behavior of consumers of educational services in Ukraine using the Engel-Collat-Blackwell (ECB) model. This is due to the interest of higher education institutions in improving the quality of the educational process, attracting more applicants and training qualified personnel for the state labor market, science and technology. The study considered the university as a provider of educational services and applied the EKB model using digital tools and surveys. The study analyzed the impact of various factors, such as advertising, recommendations, communication, reputation, image, and others, on consumers choosing an educational institution. It was established that the reaction of consumers to external (motivation, perception, and attitude) and internal (economic, social, cultural, etc.) factors is formed by the effectiveness of the use of marketing strategies and tactics, and it was also determined that their decisions and purchasing behavior depend on quality stimulation. The study applied EKB models to explain the factors influencing consumers' purchase decisions when searching, reviewing, and processing information about various educational specialties, services, and universities. An assessment of awareness of the proposals, the level of organization, provision and implementation of the educational process was carried out; the most effective communication channel of higher educational institutions with potential applicants was determined, as a result of which recommendations were formed for improving the interaction of consumers of educational services. The results of the implementation and application of the EKB model in the practical work of higher educational institutions will create an opportunity to attract more consumers of educational services and increase revenues to the institution's budget

Implementation of ideas of humanism in alternative education: foreign experience

In modern conditions, the trend of increasing demands on the education system regarding its compliance with the needs of society as a whole and the needs and requests of various categories of consumers of educational services is clearly observed. International practice has recognized that one of the ways to modernize the traditional education system is the introduction of alternative education. Therefore, in today's conditions, in many countries of the world, alternative education is not only formed and incorporated into the general education system; it acts as a significant factor in improving the traditional education system and its compliance with standards and requests of various categories of consumers of educational services. The modern realities of Ukraine, caused by Russia's full-scale war against our country, which caused large internal displacement of Ukrainian citizens, the departure of millions of them outside the country, a significant number of wounded and mentally traumatized, for whom the problem of choosing appropriate forms of education, development, life and of professional self-determination and self-realization, the necessity and expediency of modernizing the existing education system are put on the agenda with particular urgency. Authors analyzed the content of scientific definitions of alternative pedagogy, alternative education, forms of alternative education; the potential possibilities of alternative education are revealed; the leading strategies underlying the activity of foreign alternative educational institutions (bricolage, visualization, plurality of intelligence and transdisciplinarity) are characterized. The peculiarities of the functioning of individual alternative education institutions are revealed, which deserve special attention regarding the introduction of conceptual ideas of their functioning in the educational space of Ukraine with the aim of humanizing the education system in Ukraine and creating favorable conditions for the development, life and professional self-determination and self-realization of all members of society, especially children and youth.

ЗНАЧЕНИЕ ПРОГРАММ ДОПОЛНИТЕЛЬНОГО ПРОФЕССИОНАЛЬНОГО ОБРАЗОВАНИЯ В СИСТЕМЕ МНОГОУРОВНЕВОЙ ПОДГОТОВКИ БУДУЩИХ СПЕЦИАЛИСТОВ ЛЕГКОЙ ПРОМЫШЛЕННОСТИ

The current pace of changes in socio-economic systems leads to a rethinking of the principles of personnel training for various industries. Of particular importance in the conditions of increasing geopolitical tension is the training of personnel of various qualifications for strategically important industries for Russia. Among such industries, there is no doubt that light industry should be attributed. The article touches upon the importance of additional education programs in the implementation of multi-level training of light industry specialists. The possibilities of additional training go beyond the formation of narrowly focused knowledge and specific competencies among students, the main function of additional education programs is to expand the basic educational program and improve the quality of training offuture specialists. The implementation of additional education programs meets the interests of both potential employers, students - consumers of educational services, and educational organizations that cooperate with representatives of the regional labor market. The content of the article defines the features of light industry enterprises, as well as the requirements of the labor market for future industry specialists. The author defines and specifies the updated functions of additional vocational education programs in the system of multilevel training of qualified and competitive personnel for light industry.

MEANS OF INFORMATIONAL AND TECNHOLOGICAL SERVICE FOR INSTRUCTORS' PROFESSIONAL REPUTATION METRICS

The article presents a content analysis of modern sciences and fields of knowledge such as scientometrics, pedagogical qualimetry, sociometry, bibliometrics, and cybermetrics. It suggests a set of means of informational and tecnhological services – software to organize preparations, tools for communication with consumers of educational services, and tools for educational and scientific project development. The structure of instructors' professional reputation metrics is revealed. Key words: professional reputation metrics, informational and technological service, means of informational and technological service.

Transformation of the role of university teachers in newly independent states: Case study of Al-Farabi Kazakh National University

The relevance of this study is that consumerism and marketing are gradually changing the nature of the interaction between the university, the faculty, and the student-the ultimate consumer of educational services. In addition to these external constraints, an internal restructuring of educational concepts, such as a focus on student development or a change in teaching strategies and methods, is progressing rapidly. In keeping with the big picture, the revival of national values at the regional level has meant restoring the "national face" of education. Moreover, the study of the Kazakh language became widespread. The purpose of the study is to analyze how the emergence of market relations, the formation of a young state and the integration of universities in the global educational space affect and change the role and functional responsibilities of university teachers at Al-Farabi Kazakh National University. Currently, 70% of students study in Kazakh, while in the Soviet period only 50% of students studied the first two courses in their native language, and the second, junior and senior courses in Russian. The study shows the difference and significant modification of the role of the teacher in the university in the Soviet and post-Soviet periods, identifies examples of tension (contradictions) between academic traditions/values and the new marketing approach, and discusses the need for further transformation of organizational culture in universities.

Функционирование системы дистанционного образования через образовательный франчайзинг

In the context of rapid digitalization and difficult competition, educational organizations wishing to implement their programs face new difficulties, the correct solution of which significantly contributes to increasing the prestige of the university. In the article, the authors describe the peculiarities of the functioning of the franchising model in the education system, cite negative and positive elements of franchising in the higher education system, analyze the results of the integrated use of distance technologies in education and the franchising system, and also consider the prospects for introducing such a system on the example of the Mordovia Republic. Examples of the diverse use of the franchise system on the bases of higher education organizations are given. The article notes the unconditional advantage of distance learning technologies during the COVID-19 pandemic and the prospects for future use. The article focused on the use of educational franchising not only for educational organizations that implement their educational services through it, but also for potential consumers of educational services. The authors confirm that the use of the distance education system through educational franchising will increase the development potential of the franchising business model both in the Republic and throughout the RF.

The Student-As-Consumer (SAC) Approach in Higher Education in Kazakhstan: Theory and Practice

After joining the Bologna process in 2010 the Kazakhstani system of education has transformed into 3 cycle training: Bachelor – Master – PhD. The process of integration of Kazakhstani universities into the international educational space has also begun. One of the main points of transformation was the attitude towards a student, which is declared by the student-based approach of the Bologna process, humanistic bases of modern theories of education and «student-as-consumer» approach (SAC). The article is aimed at detailing the features of a modern trend of promoting the concept of SAC (student-as-consumer) in the Kazakhstan, and the existing contradictions, or pressure, to grip the students' view in a time frame of 30 years of a new system of higher education, to propose recommendations for overcoming them in line with global trends and experience. Research methods: literature analysis and a survey of teachers and students. The article offers an overview of the «student-as-consumer» approach, which is associated with the emergence of market relations and the increase in personal financial contribution of students to their higher education. The focus of the study is to identify how students perceive current higher education and whether universities are in line with the «student-as-consumer» approach. The survey indicates that the attitude of a student as a consumer of educational services is still at the stage of formation. It also discusses the consequences of the «student-as-consumer» approach for both universities and students.

Методические аспекты проектирования подсистемы мониторинга удовлетворенности потребителей в системе оценки качества вуза

The article discusses the methodological principles of building a subsystem for monitoring the satisfaction of the main groups of consumers of educational services; features of the application of qualimetric methods in assessing the quality of educational activities. The structural scheme of the indicators of the quality of educational activity, the results of the approbation of the developed methodology for calculating the complex indicator of satisfaction of consumer groups with the quality of educational activity on the example of assessing the satisfaction of students of additional vocational education programs, their employers and university employees involved in the educational process are given. Based on the calculation of individual and complex quality indicators and their comparison with target indicators, the problems identified in the course of the study of the implementation of educational programs are analyzed. The determination of group (or complex) indicators was carried out using the weighted average method, which made it possible to calculate group complex (or complex) indicators by averaging the estimates of individual indicators, taking into account their weighting coefficients. To identify the situation according to the diagnosed level of satisfaction of students with the quality of educational activities, a developed diagnostic scale was used with a description of the characteristics of the identified situation. The value of the complex indicator of satisfaction of consumer groups with the quality of educational activity obtained in the work is 0.86, which makes it possible to diagnose a high level of satisfaction and characterize the situation at the university as prosperous.

IS ARTIFICIAL INTELLIGENCE A THREAT TO THE QUALITY OF HIGHER EDUCATIONAL SERVICES?

The article is devoted to a very important modern problem – the growth of the quality of the higher educational services. The article highlights the situation in the market of the higher educational services with the participation of three players: the consumer of the educational services (students), the provider of the educational services (university teachers) and Artificial Intelligence. The definition of "Artificial Intelligence" is given in the article. The aim of the article is to find the answer to the research question: is Artificial Intelligence a threat to the quality of the higher educational services? The author used reliable and economically sound research methods. These were methods such as research of scientific sources; pedagogical observation and description of examples; modelling and forecasting, analysis and synthesis; designing a questionnaire for interviewing students. The author also used the capabilities of Artificial Intelligence in the process of designing the questionnaire to study students' opinions on the use of Artificial Intelligence for learning. A survey of students with verification of statistical hypotheses will give a practical answer to the research question. The author analyzed the scientific views of scientists on the use of Artificial Intelligence in education and, in particular, in higher education. Three examples of the use of Artificial Intelligence in the higher education services were analyzed for threats to the quality of the higher educational services. Four hypothetical variants of the interaction of three players in the market of higher educational services were analyzed: the consumer of educational services (students), the provider of educational services (university teachers) and Artificial Intelligence. This was the theoretical answer to the research question: in two variants out of four (50%), there is a threat to the quality of the higher educational services.

HIGHER EDUCATION QUALITY MANAGEMENT IN EUROPEAN INTEGRATION CONTEXT

The article focuses on the generalization of the practical experience of implementing of internal and external strategies for higher education quality in European integration context, the development of screening monitoring components to assure effective management in strategic planning of higher education adaptation processes.
 The article focuses on the importance of European integration processes in the modernization of the higher education quality management system through the implementation of European standards of competitive professional`s training. Furthermore, higher education quality management is the basis for reformatting higher education institutions into competitive educational and scientific centers with powerful personnel potential, modernized material and technical basis, scientific research at high level, involved in the international educational and scientific community.
 Essentially it is scientists’ conformity in ensuring the higher education quality management model – management via the system of monitoring screenings, focus on the consumer of educational services over demand on the labor market and standardized systems for assessing the higher education institution's activities, clear performance analysis criteria, a systematic approach to achieve given goals and objectives.
 It is proved that the application of screening monitoring in internal and external strategies for assuring the higher education quality will identify the difficulties and prospects for the educational institution development, will be a prerequisite for improving the educational services quality; will contribute to the predictability of the transformation processes of the educational institution with a focus on the qualitative implementation of educational programs in accordance with European standards of competitive professional`s training.

Innovative educational environment as a branding tool

The aim of the article. The aim of the article is to investigate the impact of an innovative educational environment on the formation of a positive image, reputation and promotion of an education institution brand. Analysis results. Building and managing a brand in today’s challenges is one of the key tasks of forming a sustainable position of an education institution, because it is the construction of an innovative educational environment that is aimed at implementing a development strategy and global collaboration. The article considers the activity of the Language center “Lingua Hub”, a structural unit of Cherkasy State Business College, as one of the branding tools used by an education institution to enhance its competitiveness in the market of educational services. Today, the Language Center is a branding tool, a business card for stakeholders, a career orientation tool for potential applicants and interested people, etc., which is formed in accordance with the development strategy and brand creation of the education institution. The article analyzes the impact of the unit's activities on the development of international cooperation, establishment of partnership relations and implementation of educational projects and determines the main target audience and ways of communication with it. The features of interdisciplinary relations in the construction of the strategy of intercultural communications, the establishment of international partnerships and their influence on the formation of the image and brand of the education institution are highlighted. The authors consider brand management in the conditions of modern challenges and focus on the importance to follow the principles of building a successful brand, such as flexibility and adaptability to changes, loyalty to consumers of educational services, social activity, the ability to take risks and experiment. The digital component is separately highlighted as a branding tool of an innovative educational environment, which provides an opportunity to expand the target audience of brand consumers in a virtual dimension, and helps to eliminate a psychological barrier in communication, erase boundaries and increases economic efficiency.The developed brand strategy is aimed at the transition to digital branding, which contributes to the acquisition of a new status of the use of interactive communications, the acquisition of new forms of creative content, an effective tool of which is SMM. This provides an opportunity to communicate and receive feedback through social networks and SEO - promotion of the website of the education institution among search engines, which simplifies the search for the Language Center page by keyword. Special attention is paid to the use of digital tools and the creation of a virtual space for organizing the activities of the structural unit. In particular, the application of digital learning technologies through the use of mobile applications, social networks, educational platforms, cloud services, etc. simplifies the exchange of information and communication of participants in the educational process and provides the possibility of remote learning from anywhere in the world. The use of various marketing communication tools strengthens the internal and external components of branding. In particular, the management of the education institution is improved, the quality of the educational process is enhanced through the use of innovative teaching methods, the potential of educational services is increased, and the influence on the opinion of consumers is strengthened through proposals for international cooperation and increasing the competitiveness of the education institution in the market of educational services. Conclusions and directions for further research. The result of the study has shown that the formed innovative environment of the education institution is an effective mechanism of branding of the education institution. The Lingua Hub Language Center structural unit is a well-established brand, that has marketing communications for its promotion, meets the stated promises of participants in the educational process and consumers of educational services, evokes positive associations and emotions in the target audience, has a corporate style, and corresponds to the general strategy of the education institution’s development. Therefore, taking into account the current challenges and the need to implement a branding strategy in the activities of an education institution, as well as the influence of branding mechanisms and tools on the formation of its positive image, business reputation among potential consumers and stakeholders, the use of technologies of an innovative educational environment and its digital components is a significant indicator in competition of education institutions in the market. Prospects for further scientific research lie in the field of research on the role of branding in ensuring the competitiveness of an education institution in the educational services market.