Digitalization of education and university brand: students' attitude to processes[Цифровизация Образования И Бренд Вуза: Отношение Студентов К Процессам]

The article addresses a topical managerial issue – managing the University brand in the context of higher education digitization. The study notes that the main attributes of the brand are determined by functional characteristics -advantages-benefits, as well as values–emotions that the consumer receives from the contact with the brand. Considering the specificity of the younger generation, universities are increasingly using digital channels in brand communications. This allows you to create a unified, complete image, and understandable to contemporary students. They are not interested in the educational process aimed at compilation and memorization of knowledge, because they live in the era of free access to a huge amount of information. The main function of today’s education is to "teach how to learn", to prepare for changes, to work with more complex projects, to broaden the horizons. Method. Online survey of students from central Russian universities. Results. Through the survey of the students’ attitude to digitalization of education and their impact on the brand of the University, it was revealed that digital technologies clearly affect the brand of the University. The study notes that students do not directly associate digital technology with the University's brand. However, they are expected to implement the mandatory functional elements of the University brand: accessibility of learning, relevant knowledge, satisfaction with the learning process by saving time and learning opportunities 24/7 anywhere in the world from well-known leading practitioners and experts. The importance of distance and online learning for students is low: about half of the respondents noted the need for distance learning and online courses at the University. Only a third of respondents are open to blended learning. This means that students are not ready to completely abandon communication with the lecturer in the classroom.