PRESTIGIOUS UNIVERSITIES IN THE DIGITAL SPACEANALYSIS OF MANAGEMENT AND REPUTATION OF STUDENTSINFLUENCE ON CHOICE

Abstract

Reputation management is one of the important factors
influencing the development of an organization, including for universities.
However, today, when the digital world is rapidly expanding and begins to
occupy almost the main place in building a positive reputation, it is necessary to
place considerable emphasis on maintaining an image in the Internet space.
Therefore, the purpose of this article is to study how the university should
maintain its reputation in the digital environment, taking into account the
interests and preferences of future students. Because in the conditions of growing
competition in the higher education environment, it is necessary to clearly build
a marketing strategy in order to create a favorable image and recruit the best
students. The study showed that 55% of prospective students spend almost 5
hours online every day. They spend more time on social networks, namely
Instagram, TikTok and want to receive information through the same sources. It
was also revealed that mostly 11th grade students, before choosing universities,
visit their websites and draw conclusions. Based on the results of the research,
the university needs to introduce and develop social networks in most aspects of
its activities and simultaneously improve and simplify its websites.