Developing a Model of Strategic University Reputation Management in the Digitalization Period in Education

DOI

10.2991/assehr.k.200509.129How to use a DOI?

Keywords

university reputation, strategic management, reputation management, university reputation management model

Abstract

The gist of this article boils down to the developing a model of strategic university reputation management. The development of the foundation of the organization’s reputation management is considered to be one of the most urgent tasks at the present stage of development of scientific knowledge. The article stresses the importance of a firm reputation because but few people have an idea of how to strengthen it and how to evaluate it. The formation of an organization’s reputation is a strategic and quite expensive process, requiring a large array of input data. That is why more and more attention is being paid to this area of research: new forms, methods, and methodologies are being developed to shape the development and maintenance of the reputation of enterprises in both theoretical and methodological, practical plans. For some types of organizations, reputation is earned with great labor, but it is an essential aspect of functioning, including for higher education organizations. The authors considered the main provisions of the organization’s reputation management. Taking into account the specifics of the activities of higher education organizations, it was necessary to create additional research and development of a reputation management model for precisely this type of institution. The reputation of the university consists in summarizing all the areas of its activity together and the formation of a complete presentation. This study became the basis for studying the reputation assessment of the university based on the component approach.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - V.A. Zyryanova
AU  - N.A. Goncharova
AU  - T.S. Orlova
PY  - 2020
DA  - 2020/05/13
TI  - Developing a Model of Strategic University Reputation Management in the Digitalization Period in Education
BT  - Proceedings of the International Scientific Conference “Digitalization of Education: History, Trends and Prospects” (DETP 2020)
PB  - Atlantis Press
SP  - 726
EP  - 732
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200509.129
DO  - 10.2991/assehr.k.200509.129
ID  - Zyryanova2020
ER  -