RATING OF UNIVERSITY AS A COMPONENT OF PR-STRATEGY OF ADVANCEMENT AT THE MARKET OF EDUCATIONAL SERVICES

Abstract

The article focuses on examining the history of international and national rankings of universities, which encourage higher educational institutions to organize a PR-strategy, cooperate with the media to promote universities in the national and global educational community. The subject of the research is universities’ ranking in international databases. Many countries constitute world university rankings with different standards. Because of this people can better and fully consult universities and their advantages. The purpose of this rating is to provide the target audience with more complete information about higher education institution. The formation principles and the effect of ratings on the functioning of a higher educational institution became the research object of the article. Advanced positions in comparison of higher educational institutions among themselves allow gaining global recognition and an international image; count on a larger number of applicants, but also impose additional requirements on educational institutions aimed at retaining top positions and confirming their status. The methodological basis of the research lies in general scientific research methods like an analysis, a comparing and synthesis. The study concludes that organization of PR-strategy is the most effective way to promote university services in media. It plays a key role in creating the international and national image of the university, attracting potential applicants, promoting a higher educational institution to a qualitatively new level in the education services market.