IMAGE OF MODERN HIGHER EDUCATION INSTITUTION IN THE CYBERSPACE AS THE COMPETITIVENESS FACTOR
Image of higher education institution in a cyberspace represents the difficult intellectual construct which is purposefully formed by producers and suppliers of educational services which cornerstone the system of ideas of this higher educational institution is. Due to the constant increase in volumes of Internet audience, intensive involvement of the studying youth in virtual communicative space, active penetration of Internet technologies at the market of educational services image of higher education institution in a cyberspace became a powerful factor of competitiveness of the educational organization in post-industrial economic space. Standard and legal regulation of process of representation of image of higher education institution in a cyberspace played an ambivalent role. On the one hand, as a result formation and representation of image in a cyberspace became the integral condition of competitiveness of higher education institution. On the other hand, possibilities of economic agents in management of image of structure were limited. As a result, there was a need for formation of new approaches to management of image of higher education institution for a cyberspace. These processes and an aggravation of the competition in the market of educational services in a segment of higher education force the economic agents acting on it to develop and improve constantly image of higher education institution in a cyberspace.