Modern Russian University Image in the Mirror of Opinions of Lecturers and Students (on the Example of the Financial University)

Abstract

The paper reveals the image of a modern Russian university through the prism of the opinions of the two key participants in the educational process: lecturers and students, and highlights the principal components of the corporate culture that form their ideas about it. The demand for higher education among the younger generation is again rapidly declining. There are quite a few reasons for this trend: these are the increasing complexity of final exams, the reduction in the number of state-funded places in more popular fields, and the necessity of quick entering the labor market. Corporate culture plays an important role and forms the basic list of attitudes and, with the accordance, the work of an educational institution should be organized. The educational process allows all participants and ex-participants to form a certain perception of the educational institution among the rest of the public. Existing problems in the external environment, in particular the pre-existing perception of the brand, have a significant impact on the corporate culture of the university.