Abstract-The article analyzes certain aspects of the digital transformation that is currently taking place in marketing communications all over the world. The widespread availability of digital technologies, the time consumers worldwide spend in a digital environment and the shift in customers' expectations in terms of personalization of communications are inevitably influencing the way companies address their clients and the communication channels they use. The companies will be forced to adjust their own structures and management priorities to fit these processes.
In the era of digital transformation not only the commercial en- terprises business models are changing but also the universities ones, in par- ticular, their communication activities change. The article studies the current approaches of higher education institutions to forming a positive business rep- utation and managing reputational risks in the digital media field. It defines the expectations of various stakeholders from the activities of higher education institutions and also considers what universities expect from interaction with partners. Possible points of contact with target audiences are looked into, tak- ing into account such concepts as mission, brand, image and reputation of the university. The activity of several leading foreign universities in the Internet- environment, including social networks, as well as some other tools to form the reputation of the university are reviewed. It was found that despite the im- portance and prevalence of social networks in the world’s leading universities, they are not the only point of contact with target audiences and do not have a decisive role in shaping the reputation of the university. In particular, it was determined what important role publishing and library activities play for the image of the university. The reputational risks of universities in the digital age are also viewed. The article defines the necessity of marketing approach to the evaluation and formation of the university reputation.
The article discusses the essence of communication influence on the process of intellectualization of the work and modern approaches to the management of the human resources of the organization in the conditions of the digital society. What is disclosed is the content of the cognitive aspect of communication impact on the process of staff work intellectualization. Current trends of organization of work with personnel in conditions of digital society are considered.
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