INTERNET PORTAL AS A COMPONENT OF FORMING THE IMAGE OF A MODERN UNIVERSITY

Abstract

Formation of positive public image is one of the main tasks of modern universities. In contemporary reality higher educational institutions are in a competition with each other and use different means to attract school graduates, investments and to find local and foreign partners. It was stiffer competition that has led to forming the notion of a university public image. Public image is an invaluable asset of universities which defines together with other components competitiveness and is a key factor in a university adaptation to external conditions, promotion in global educational environment. To become successful a university has to uphold the external reputation, implement the policy of transparency and availability. The article describes the main components of forming positive public image of universities, identifies peculiarities of an internet portal as one of the components of forming public image for boosting the position in international ranking including Webometrics Ranking of World Universities. The comparative analysis of main webometrics indicators of Borys Grinchenko Kyiv University in February 2019 and in July 2019 was conducted. The results of monitoring the official portal of Grinchenko University carried out with the help of Google Search Console, Google Analytics, Google My Business, Majestic SEO were described. To increase webometrics indicators a survey on modernization of Grinchenko University portal was conducted. The results of the survey of students and academic staff on design, structure, navigation, the portal usage frequency, usability on different devices were analyzed and considered for further modernization. The visualization of the survey results was provided with the help of instrument for business analytics Power BI which has got such advantage as design of interactive reports with key indicators of activity. After the upgrade of the portal for provision of optimal representation of the university, it was reevaluated with the help of Google Analytics which has testified an increase of indicators levels that will contribute to positive public image of Grinchenko University.