Abstract:

The internationalization of a modern university expands the space of communication with potential applicants, students from different countries; this contributes to the university's entry into the Internet space. The Internet space is a competitive environment for universities. So in Russia, at the country level, a request was formed to assess the presence of a university on the Internet, a rating of media activity of higher educational institutions appeared which is supervised by the Ministry of Science and Higher Education of the Russian Federation. The rating of media activity consists of the following ratings: general rating of universities (M-RATE); rating of universities in social networks (Social Index); rating of universities for work with the media (Index Mass-Media); site development rating (Index Site). To calculate the Social Index rating, activity in various social networks is taken into account: Telegram, TikTok, Odnoklassniki, Instagram, VKontakte, and other networks.

The positioning of the university has different levels: regional, country, global. In the study, using a client-oriented approach, it was concluded that each of the three levels has its own target audience, as well as its own main indicators of the positioning process. If we consider positioning at the global level, then the target audience may look like this: applicants and their parents for the implementation of the task of internationalization of education; educational organizations, scientific institutes as partners of network interaction; students for online platforms when providing educational products thanks to digitalization on global online platforms; partners for joint scientific research - grants; participants in international conferences, symposia, congresses; participants in international competitions, Olympiads; for everyone interested, including in order to popularize science through the university's website in different languages, including through the university's pages on social networks; for student mobility - posting information about the university on aggregator portals, search engines, for example, posting information on the portals of foreign communities promoting academic exchanges.

At the same time, the main indicators of effective positioning and presence in the Internet space will be: participation of the university in international rankings Academic Ranking of World Universities (ARWU), QS World University Rankings, The Times Higher Education World University Rankings (THE); Webometrics rating - the presence of universities in the Internet space; number of MOOCs on Coursera and edX platforms; international accreditation of educational programs ensures the digital presence of universities on information resources (websites, portals) of the relevant international rating and accreditation agencies, which ensures their positioning; the number of foreign students enrolled in the educational programs of the university; number of network programs; number of grants with colleagues from foreign universities; the number of foreign participants in conferences.

A modern university is becoming not only a space for educational, scientific and innovative activities, but also a space for communication, which makes it possible to increase the university's brand, position it in national and global rankings, and achieve the most effective results.

Keywords:

Positioning, global positioning, Internet space, communication space, media activity rating, client-oriented approach, target audience, media sphere.