Higher Education Services Research Articles

Auto Labeling to Increase Aspect-Based Sentiment Analysis Using K-Nearest Neighbors Method

Social media platforms generate many opinions, emotions, and views on all public services. Sentiment analysis is used in various institutions, such as universities, the business industry, and politicians. The evaluation process requires some data, both quantitative and qualitative. Researchers only focus on quantitative data but ignore qualitative data. The evaluation process given by students in the form of a review is qualitative data that is not structured, so it cannot use conventional methods. Unstructured data requires analysis as well as labeling. The labeling process of large amounts of data is a waste of time and money. Data labeling requires very high accuracy to avoid errors. Accuracy in data labeling is used for the process of classifying, training, and testing data. This study aims to automate data labeling using the K-Nearest Neighbors algorithm method. This labeling process can improve the accuracy of sentiment analysis. The results of the classification method can classify responses from Twitter users and can be used by universities as material for evaluating and assessing higher education services. The results of using a confusion matrix with 1.409 data obtained an accuracy rate of 79.43% with a value of k=15

Marketinški aspekt odnosa percipiranog kvaliteta usluge visokog obrazovanja i studentske lojalnosti

The application of the marketing concept in higher education is specific. It implies a new approach to students as users of higher education services. The role of marketing is especially important in improving the quality of higher education services, which can increase students' loyalty and influence their future intentions. This paper, from the marketing aspect, provides the results of research on the relationship between the quality of higher education services and students' loyalty, using the SERVQUAL model to test the relationship between these two categories in higher education. The research was conducted on students of two public universities in Republic of Srpska. The results of the research show that there is a strong connection between all dimensions of perceived service quality and students' loyalty in higher education. The results obtained are significant for universities that want to compete in an uncertain market environment.

Dominant factors for the marketing of private higher education

Higher education institutions, like any business institution, should satisfy their clients (students) for them to survive in the higher education service business market. As a service business, higher education institutions also need to follow marketing principles in their attempt to attract potential students. We investigated the effect of marketing mix dimension on internal and external marketing in universities. The research used primary data from a questionnaire survey of 526 students in West Java Province, Indonesia, and then drew conclusions by a structural equation model (SEM) analysis. The research findings revealed that place, product, price and promotion have a positive effect on external marketing. Whereas physical evidence, people and processes have positive, significant effects on internal marketing. There was also positive, significant correlation between external marketing and internal marketing. The research findings were hopefully beneficial for higher education management, to be made as guidance in implementing their marketing strategy. Higher education leaders may apply the external marketing policy to attract potential student interest and the internal marketing policy to improve the quality of their service and internal marketing. The study delivered a broader picture of the application of marketing mix model on universities. In addition, the discussion presented the implication of the offered theory and practice, the research limitation, and the direction of future researchers.

Социодинамический подход к оценке эффективности и формированию рейтингов российских вузов

The article discusses the issues of assessing the activities of higher educational institutions based on rankings. It is proved that rankings, like any other instruments of state educational policy, should have a solid theoretical basis, since unreasonable political decisions in higher education are able to cause a deterioration in the quality of life of individual members of society and society as a whole. It is proposed to use a sociodynamic approach to measuring the results of universities, which allows to take into account the social and individual usefulness of higher education services. Within the framework of the proposed approach, the authors formed and substantiated the system of indicators for assessing the contribution of Russian universities in the formation of the effects of individual and public consumption of higher education services. For calculations of consolidated indicators of such a contribution, according to the developed methodology, a group of educational organizations of higher education subordinate to the Ministry of Agriculture of the Russian Federation (N = 53) was chosen. The proposed approach allows, when making political decisions in the field of higher education, classify Russian universities according to the degree of achievement of goals and the performance of the functions that were entrusted with the state and society

Evaluation of the use of library resources and services in Higher Education

In order to evaluate the use of library resources and services by the students of the Technological Institute of Sonora and determine their level of general satisfaction with library services, a quantitative investigation was carried out, with a non-experimental design, transversal type and with a descriptive scope. The population was made up of undergraduate (N = 17,532), master's (N = 414) and doctorate (N = 72) students, a total of 18,818 students enrolled in August 2019 in the Obregón, Navojoa and Guaymas Academic Units of said university. The instrument used was designed for this perception assessment exercise, which consists of 25 multiple-choice and 1 open-ended questions. A total of 1,454 valid responses were obtained that averaged a satisfaction level of 4.00 points, which means that users are “satisfied” with the services received in the evaluated cycle. It is recommended that these numerical indicators be used to increase satisfaction in the areas that were well evaluated, but, on the other hand, corrective actions should be taken in those services whose mean has been the lowest.

Implementasi Manajemen Risiko Sistem Administrasi Layanan Akademik Menggunakan Framework COBIT 5.0

The importance of the academic service administration system in supporting the academic service process and data management, makes it a vital system that must be avoided from risks that can hinder and affect technology-based systems. Data processing and academic services in Higher Education must be carried out optimally and integrated, because it is very necessary to realize quality services. To minimize the impact of risk, the authors make policies regarding risk management including managing risk profiles. To find out the achievement of information technology risk management implementation, the authors evaluate using the COBIT 5 framework in the APO12 (Manage Risk) process domain. Based on the results of the evaluation of the data obtained through the distribution of questionnaires, interviews and observations, it was found that the capability level and APO12 domain values ??were at level 1. thus resulting in a gap of 2 levels. The process of evaluating the application of information technology risk management in the system using the COBIT 5 framework, especially the APO12 (Manage Risk) process domain, obtained a level 2 capability level, namely performed process, which means that every process implemented has achieved the specified goals.

Methodology for assessing the quality of educational services in higher education

The article examines the criteria and indicators for assessing the quality of educational services. The coverage of the topic of this article passes through the prism of factors related to the assessment of educational services quality, which allowed the authors to identify current methodological problems, as well as to emphasize the importance of using an integrated approach in studying the issues of providing educational services. The authors identify criteria and indicators for assessing of educational services. The authors developed the composite coefficient of educational services quality. The practical implementation of the proposals prepared by the authors determines the prerequisites for the development of a methodology for assessing educational services quality, which will allow for an objective assessment and, as a result, take the necessary measures to improve the quality of educational services on the part of the educational organization.

Models of higher education institutions work financing

The paper summarizes the experience in higher education institutions financing, substantiates the trends in their financial support models diversification. The study systematizes approaches to the organization of higher education institutions financing under market conditions and reveals their advantages and disadvantages in terms of the effects at the level of an individual and society as a whole. It defines tools and models of the financing under orientation on demand, supply and strategic purposes of the national development. The study proves the need to substantiate the rational balance of individual and social effects in higher education institutions financing, which can be achieved through a combination of market self-regulation and state regulation of the higher education services market. The system of methods was used in the study, namely: monographic – to define the research aim and conclusions, the method of theoretical generalization of foreign and domestic scientists was used to critically analyze the existing approaches to the organization of financing the work of agricultural education higher institutions. General scientific methods of cognition, such as analysis and synthesis, induction and deduction, systemic integrated approach, were used to systematize the models of financial support for higher agricultural education institutions and to generalize the conclusions. The paper substantiated that the state should take leading positions in higher education institutions financing. The role of state funding in ensuring sustainable development of agricultural education higher institutions has been identified considering the specificity of educational services and their role in ensuring sustainable development of the agricultural sector of the economy and rural areas. It is argued that the current conditions of free economic development and challenges the institutions face requires focusing on consumer demand and adjusting their educational services through prompt updating the changing educational programs based on modern research, attracting a larger number of stakeholders in the financing model formation. The modern tendencies typical of the market of educational services determining the expansion of the participants of the organization of financing the higher education institutions activity, are considered. The importance of financing elements focused on the innovations development, the role of which will grow in the future, especially in the form of competitive and targeted financing is revealed. It is proved that the results-based approach to the organization of financing also reduces the risks of macroeconomic inefficiency and contributes to reducing the information asymmetry. The obligatory presence of the state in the organization of research funding in higher education institutions is justified due to the positive impact of research on educational services quality and increases their value for an individual and society. The paper considers options for market-oriented higher education financing and the state's demands in terms of the concept of management, public and private funding methods, the education fee. It is established that the changing conditions of the market of educational services require a revision of targets for state funding due to the following factors: increased number of foreign students, use of information and communication technologies, increase in the integration of higher education institutions nationally and internationally. Key words: higher education institution, higher agricultural education, concepts of higher education institution management, methods of free economic education financing, sources of higher education institutions financing.

Pemanfaatan Teknologi Informasi Sebagai Media Pembelajaran Guru dalam Pendidikan Jarak Jauh (PJJ) Selama Covid-19

Distance Learning (PJJ) is a form of social distancing that is carried out so that every student has the right to continue to study during the Covid-19 pandemic. Distance Learning (PJJ) provides higher education services to community groups who cannot attend face-to-face education, and expands access and facilitates higher education services in learning. The learning system carried out by students and teachers through learning media by utilizing information technology. The purpose of this study was to describe the use of information technology as a medium of learning by teachers and to find out the state of technology available in schools as a means of supporting distance learning. This study uses a qualitative descriptive method with a case study approach. Data collection was carried out by studying literature and interviewing four resource persons from state elementary school teachers, junior high schools, and high schools located in the city of Tulungagung, East Java. The collaboration of students, teachers, schools, parents, and the government determines the success of PJJ, especially for the availability of learning support tools and internet access. Teachers adapt and are required to innovate in utilizing technology. There is a change in the use of technology for the sustainability of education in Indonesia.

Student Affairs and Services in Higher Education: Emerging from the 19th and 20th Centuries to the Present

Student Affairs and Services in Higher Education: Emerging from the 19th and 20th Centuries to the Present

Manajemen Strategi dan Kompetensi Profesional dalam Pencapaian Akreditasi Sekolah

Organizational culture is believed to be an enabler in increasing competitive advantage in higher education. This article evaluates the introduction of higher education into the development agenda and the introduction of sustainable development goals (SDGs) as a parallel but fragmented multilateral agenda and university reorientation. The research method uses qualitative methods with data from interviews, observations and documentation. The results of the study show the manifestation of organizational culture in creating a competitive advantage for universities. The research findings highlight the framework of the organizational culture building model and its framework (competing value framework). In addition, the results of the study indicate the need for strategic planning; adaptation of technological renewal through the practice of a culture of innovation; development of a partnership-based higher education network; interpersonal modalities of higher education service quality; performance improvement through service systems and effective leadership. The focus of attention leads to a competitive advantage strategy model based on university sustainability development. The important role of multi-stakeholder networks is to become a liaison facilitator who mediates between organizational culture and university competitive advantage. The originality of the value of this research contributes to filling the gaps in the literature on cultural studies and organizational behavior in the higher education sector, where the study of organizational culture in relation to creating competitive universities and or organizational resilience is still limited to date. Accreditation as a form of guarantee quality of education This study will discuss strategies to improve accreditation at SMPN 6 Permata and SMP Terpadu Semayoen Nusantara. The purpose of this study was to determine the strategic management carried out by the Principal in Improving School Accreditation. This study uses a qualitative method with a case study technique which is analyzed through a comparative study. Data collection techniques through interviews, observations and documentation of informants came from the Principal and the Teacher Council. The results showed that accreditation was carried out through a comprehensive assessment process referring to the SNP. Meanwhile, SMPN 6 Permata received a C accreditation while SMP Terpadu Semayoen received a B. The two schools have different characteristics of accreditation management, SMPN refers to professional values ​​while SMP Terpadu Semayoen refers to systems theory in the form of strategic management implementation. This research has social implications for public accountability.

Budaya Organisasi dalam Menciptakan Daya Saing Menuju Sustainabilitas Perguruan Tinggi

Organizational culture is believed to be an enabler in increasing competitive advantage in higher education. This article evaluates the introduction of higher education into the development agenda and the introduction of sustainable development goals (SDGs) as a parallel but fragmented multilateral agenda and university reorientation. The research method uses qualitative methods with data from interviews, observations and documentation. The results of the study show the manifestation of organizational culture in creating a competitive advantage for universities. The research findings highlight the framework of the organizational culture building model and its framework (competing value framework). In addition, the results of the study indicate the need for strategic planning; adaptation of technological renewal through the practice of a culture of innovation; development of a partnership-based higher education network; interpersonal modalities of higher education service quality; performance improvement through service systems and effective leadership. The focus of attention leads to a competitive advantage strategy model based on university sustainability development. The important role of multi-stakeholder networks is to become a liaison facilitator who mediates between organizational culture and university competitive advantage. The originality of the value of this research contributes to filling the gaps in the literature on cultural studies and organizational behavior in the higher education sector, where studies on organizational culture in relation to creating competitive universities and or organizational resilience are still limited to date.

Measuring Higher Education Service Quality During COVID-19 Pandemic in China using a SERVQUAL Method

There has been an emergency teaching and learning paradigm shift in China universities due to the closure of many higher educational institutions due to COVID-19. This study examines the education service quality during the pandemic. Five dimensions of SERVQUAL have been studied, namely tangible, dependability, responsiveness, assurance and empathy. Using a simple random sampling method, self-report questionnaires were distributed to undergraduate students from the Tianfu College of Southwestern University of Finance and Economics (SWUFE), who participated in this study. This resulted in 373 usable questionnaires. In all five dimensions of service quality, a gap was observed between students’ perceptions and expectations, and are listed in ascending order as follows: tangible: -0.073, assurance: 0.015, empathy: 0.050, responsiveness: 0.052, and reliability: 0.056. The gap analysis between service quality perceptions and expectations showed that all scores for perceptions were higher than expected, except for the tangible dimension. Nevertheless, the negative gap is small and negligible. This finding indicates that the service quality of tangible dimension could be slightly improved. Specifically, the university must upgrade facilities and equipment to improve the fluency of the teaching network, and skills of teachers should be improved to advance their teaching methods, in order to support online teaching and learning, which could reduce the gap of service quality of tangible dimension between student perceptions and expectations.

FORMATION OF THE GLOBAL MARKET OF HIGHER EDUCATION SERVICES: COMPETITION OR COOPERATION

This paper presents an analysis of issues of contemporary processes related to global higher education dynamics. The paper is based on the analysis of research results of well-known researchers of global higher education reality, as well as on the author’s own research results within the Erasmus program. It states that new aspects of the mission of a university as an institution were added to such aspects as research, teaching and service, in accordance with social requirements. It also reveals that the concept of the world-class research university of the XXI century of Prof. P. Altbach and the model of the entrepreneurial university of Prof. B. Clark, which work in the conditions of growing competition between higher education, represent a new world higher education reality in the early XXI century. The paper reveals that the global market of higher education services has been established as an instrument of higher education changes. In this context, the traditional providers of educational services and the “new providers” compete for or complement the supply. The paper shows that the traditional providers of educational services are public and private universities. It emphasizes that University has become only one of the actors in the new “knowledge business” nowadays and discusses that recently we have witnessed the emergence of new types of higher education providers. The paper considers the emergence of new providers of higher education as indicators of the direction of higher education dynamics in the immediate future. These “new providers” include corporate universities, virtual universities and online courses, a certification system of competence in computer technology, commercial IT and media companies, networks of professional associations, national or international research networks, international conglomerates and consortia, and publishers, who are designing and delivering course materials, sometimes in partnership with universities. It is highlighted that to operate and develop in current higher education dynamics, universities should simultaneously compete, positioning themselves, and cooperate, overcoming obstacles by joint efforts with partners.
 Keywords: higher education; higher education dynamics; market of higher education services; internationalization; World-class research university; entrepreneurial university; corporate university; virtual university; mixed mode training called Hybrid; providers of educational services.

MEASURING THE QUALITY OF HIGHER EDUCATION SERVICES DURING THE COVID-19 PANDEMIC: A CASE STUDY OF UNIVERSITAS MURIA KUDUS

The spread of Covid-19 led to changes in Higher Education services at Universitas Muria Kudus, where the learning system was carried out online. Servperf is a method for measuring the performance of performance-based service quality. This method is used in this study, where five dimensions of service quality, namely tangible, reliability, responsiveness, assurance, and empathy are used as the basis. The literature review was conducted to obtain 15 indicators. From the results of distributing questionnaires based on these 15 indicators, 118 respondents were students of Universitas Muria Kudus. From the tangible dimensions, the average score is 3, the average reliability dimension score is 3.358757, the Responsiveness dimension has an average score of 3.180791, The Assurance dimension has an average score of 3.217514, and the Empathy dimension has an average score of 2.988701. Whereas the highest score indicator was obtained namely the lecturer workforce was able to communicate and present the material well in online learning with an average score of 3.51. Meanwhile, the lowest indicators are indicators namely Ease of access and internet connection during online learning and the learning process that is easy to understand by students during online learning with the same average score of 2.67.

Demystifying the Productivity Puzzle in Higher Education Services: An Outcome-Based Perspective

Demystifying the Productivity Puzzle in Higher Education Services: An Outcome-Based Perspective

Development of the higher education market in the EU countries as a factor of human capital accumulation: experience for Ukraine

The scientific and methodological approach to the analysis of the peculiarities of the higher education market functioning in the EU countries in the system of human capital formation is represented. The purpose is to identify the chief factors influencing the development of the higher education market in the EU countries from the standpoint of human capital accumulation, to form scientific and practical approaches to improve its functioning in the economy of Ukraine. The author has proposed: to carry out a comparative analysis of the dynamics of higher education market in the EU countries (2013-2019) and in Ukraine, to evaluate the indicators of variation of this market in general and by educational and vocational levels; to determine the system of correlations between the capacity of the higher education market in the EU countries and the set of economic and socio-demographic indicators of development by means of multiple regression analysis. Taking into account the human capital accumulation, it is established that the market of higher education in the EU countries is characterized by a number of structural features: focus on education in public higher education institutions with a slight trend to reduce the share of students enrolled in them in 2013-2019; differentiation by educational and vocational levels of higher education, public and private higher education institutions; sensitivity to the economic situation and the state of budget financing, demographic processes, the amount of household income, prospects for employment and career growth. In view of the EU countries experience, it is important for Ukraine to pay attention to improving the functioning of the market segment of higher education services, which includes public higher education institutions and create a favourable environment for private education institutions activities, public policy measures aimed at macroeconomic stability, development of the labour market and improvement of the financial situation of households.

The exports of higher education services from OECD countries to Asian countries: A gravity approach

AbstractWe analyse bilateral exports of higher education services between OECD countries and Asia, using a gravity equation approach, panel data from 1998 to 2016 and PPML regression. The approach treats higher education consumption by Asian countries as a consumable durable good reflecting investment in human capital. Asian students come to OECD countries to obtain degrees from their universities. Structurally, the flow of students from Asian country j to OECD country i depends on the higher education capacity of i, the perceived quality of universities in i, expected earnings in i, a series of bilateral transaction costs between i and j, the income per capita in j, school‐age demographics in j and the usual multilateral trade resistance terms. We find that bilateral flows of students are strongly influenced by wage levels in the host country, bilateral distance, importers’ income, demographics, common language, the visa regime prevailing in bilateral country pairs and the network of migrants from j in i. These results hold through a variation of specifications, proxies and estimation methods. We find mixed evidence on the role of tertiary education capacity in OECD countries and no evidence of a country's university reputations explaining the flow of students. The evolution over time of education capacity, earnings, visa regimes, migrant networks, strong income growth and changes in demographics in nearby export markets explain the emergence of Australia, Canada, Korea and New Zealand and the loss of market share by the US, which still strongly dominates international trade in higher education services. The decline in Chinese students coming to the US is also predicted for the most recent years driven by the reduction in its college‐age population.

CRITICAL SUCCESS FACTORS FOR ADOPTION OF CLOUD COMPUTING IN PUBLIC UNIVERSITIES IN KENYA

<p>Cloud computing technology is a distributed computing approach whereby users access shared resources under various service models through the internet. It allows individual access to information technology resources through the internet upon demand. Cloud computing is an essentially growing terminology in the IT world and has become increasingly present in the life of institutions of higher learning. Institutions of higher learning consider cloud computing and construction of digital content platforms as a way of enhancing resource utilization and improvement of service delivery. The sudden and frenzied rush for cloud computing by universities has been aggravated by exponential growth in data traffic and the need for innovative learning such as e-learning and virtual classrooms amid COVID 19 pandemic (Kenya Education Network-KENET, 2021). Perhaps it is from that realization and the need to adhere to COVID 19 protocols that most public universities in Kenya have adopted cloud computing. In this study, we sought to find out the critical success factors for adoption of cloud computing in public universities in Kenya. The study set out three (3) objectives and consequently three (3) null hypotheses to guide it. Quantitative research design was adopted for this study. Similarly, International Business Machines-IBM (2011) model for cloud adoption offered theoretical guidance. At a confidence interval of 95%, an online sample size calculator was used to arrive at three hundred and sixty two (362) respondents out of six thousand two hundred (6200) target population. Proportionate stratified random sampling technique and an online list randomizer were used to select respondents in the selected universities to participate in the study. Multiple regression was used to test the hypotheses in this study based on empirical data obtained by a survey questionnaire of thirty nine (39) questions from the two (2) public universities. Multiple regression results showed significant positive effect of Management Support (β=.257), Technical Support (β=.353), and User Preparedness (β=.475) on adoption of cloud computing at p<.05. Regression results gave a coefficient of determination R2=.908 which means 90.8% of the variation in adoption of cloud computing can be explained by Management Support, Technical Support, and User Preparedness combined. Based on the coefficient of determination (R2), the three null hypotheses (H01, H02, & H03) were rejected at p<0.05. Regression analysis showed that Management Support, Technical Support and User Preparedness are critical success factors in cloud adoption in public universities in Kenya. This study provides new and relevant insights to literature on cloud adoption in higher education service in Kenya.</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0984/a.php" alt="Hit counter" /></p>

HIGHER EDUCATION BRANDING

Background. The increasing intensity of competition in the international market for higher education services leads to an increase in the importance of brands of higher education institutions (HEIs) and the branding of national higher education in general. The aim of this study is to determine the target setting and the main objectives of the country’s higher education branding in the international market of educational services. Materials and methods. Methods of comparative and critical analysis, analytical processing of the collected data, graphical display of trends and interrelations, synthesis, etc. are used to achieve the purpose and accomplish the assigned tasks. Results. Analysis of the dynamics of appeals to the Google-system with queries to search for such words and phrases as: "Brand"; "Higher education"; "Uni­versity" showed that after a sharp decline in the number of brand and branding queries in March 2020, the trend of increasing attention to this concept among Internet users began to grow again. At the same time, in the last months of 2021, there is a trend towards a decline in requests for higher education and universities. The risk of such a situation for the deve­lopment of existing universities lies in the fact that the latter is happening against the back­ground of the periodic introduction of quarantine restrictions and the loss of the opportunity to establish constant offline communications with students and youth audience. On the basis of a critical analysis, comparison and systematization of the existing definitions of the concepts of "branding of higher education" and "brand of higher edu­cation", it is proposed to understand the process of "branding of higher education" as a process aimed at implementing the strategy for the development of higher education, strengthening the identity of the higher education system of the country in the international market of educational services, support competitiveness of the higher education sector by establishing effective communications with all stakeholder groups both within the country and abroad. It has been substantiated that the "brand of a higher education institution" should be understood as a specific model of ideas and value characteristics about the HEI and its educational services in the minds of stakeholders. It is emphasized that the process of the higher education branding should be aimed at forming the value of the brand. This requires the following tasks, the implementation of which: 1) will create a strong competitive brand of higher education in the country, which will help solve educational problems and meet the needs of the labor market, especially within the country; 2) provide preconditions for further geographical diversification in the provision of educational services of the country’s HEIs; 3) will increase the volume of foreign and domestic investment in the educational and scientific space of the country. Along with this, the factors that should be paid attention to in the process of higher education branding and which were formed under the influence of Globalization 4.0 and the manifestation of the consequences of the COVID crisis were identified. Considering the level of development of the higher education system in the country, the choice of one of the following branding strategies for higher education is envisaged: internal orientation; internal-external orientation; external-internal orientation. It is established that Ukraine must now implement a strategy of internal-external orientation of higher education branding. It was noted that it would be better to track the results of higher education branding through special assessment and monitoring of changes in the Global Tertiary Education Brand Index and by region. Conclusion. The problem of the higher education branding, as evidenced by the results of the study, is far from simple and requires the setting of specific tasks, the completion of which should contribute to the achievement of the goal of maximizing the value of the country’s higher education brand. In the process of higher education branding and specific HEIs branding the interests of various groups of stakeholders as well as changes that taking place in the international market of educational services (including due to Globalization 4.0 and the effects of the pandemic) should be taken into account. The results of the study can be further used to develop and substantiate metho­dological approaches to determining the Global Tertiary Education Brand Index and the corresponding country indices, by which it will be possible to track imbalances and competitive advantages in the development of higher education in the regions of the country. Keywords: branding, brand management, higher education, brand of higher education institution, risks, strategies of higher education branding, digitalization, the market of educational services.