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Transformation of University Communication Strategy in Terms of Digitalization

机译：从数字化角度看大学传播策略的转变

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Technology continues to impact every aspect of our lives and the education sector is no exception. Students spend the majority of their time on their laptops, phones and tablets, so referring them to resourceful websites is an effective way of being digitally up to date. The creation of an online community where academic staff and students can be online discussing topics and ideas and implicitly keep the learning process going even after the classes are finished. The transformation of Saint Petersburg Electrotechnical University's communication strategy, as a part of the development of engineering education in the context of digitalization is reviewed in the article. The main characteristics of Society 5.0, Industry 4.0, sixth wave of innovation, University 4.0, University 20.35 are presented. The meaning and use of such words as “digitalization”, “human capital”, “emotional intelligence”, “smart class”, “lifelong learning”, “university for life” and others are given. A strategic approach for promoting engineering professions in the international market of higher education based on six key principles: customer centricity, partner centricity, data governance, research and development, value and digital culture, is revealed. Different examples and numbers connected with ETU “LETI” and Honoris United Universities by each of these key principles are given in the article. The necessity of collaboration between teaching methodology and technology, in order to enhance the interrelated quality of teaching and learning for effective digital transformation are shown. University communication strategy has a direct impact on the development of the University and on key indicators that are formulated in the system of assessing the activities of the University at the State and international level. Thus, on the basis of the developed communication strategy all communications activities of the universities are carried out quite successfully and communication tools and channels are adapted to the constantly transforming portrait of the university's target audiences.
机译：技术继续影响着我们生活的方方面面，教育部门也不例外。学生们将大部分时间都花在笔记本电脑，手机和平板电脑上，因此，将他们引到资源丰富的网站上是有效的数字化更新方式。创建一个在线社区，学术人员和学生可以在网上讨论话题和想法，即使在课程结束后也可以隐含地保持学习过程。本文回顾了圣彼得堡电子技术大学通信策略的转变，这是数字化背景下工程教育发展的一部分。介绍了社会5.0，工业4.0，第六次创新浪潮，大学4.0，大学20.35的主要特征。给出了诸如“数字化”，“人力资本”，“情绪智力”，“智能阶级”，“终身学习”，“生命大学”等词语的含义和使用。揭示了一种以六项主要原则为基础的在国际高等教育市场中促进工程专业发展的战略方法：以客户为中心，以合作伙伴为中心，数据治理，研发，价值和数字文化。本文给出了通过这些关键原则分别与ETU“ LETI”和Honoris联合大学相关的不同示例和编号。显示了教学方法和技术之间进行协作的必要性，以提高教学和学习的相关质量，以进行有效的数字转换。大学的交流策略直接影响大学的发展，也影响着在州和国际层面评估大学活动的系统中制定的关键指标。因此，根据发达的交流策略，大学的所有交流活动都非常成功地进行，交流工具和渠道也适应了不断变化的大学目标受众的画像。

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