Subject. The article discusses university functioning in market conditions, taking into account development trends of the educational market. Objectives. The study aims to analyze advantages of positioning the university based on academic reputation. Methods. The study draws on methods of system analysis. Results. We developed an algorithm enabling the university management to formulate the concept of positioning, correctly express tasks for relevant departments, and subsequently convey the chosen concept to the target audience. Conclusions. The development of the global knowledge economy and the mass nature of education determine the need to solve problems associated with modern university positioning as an educational and scientific center.
Keywords: civilizational values, consciousness, artificial intelligence, manipulativeness, bias of assessment
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