Educational and Communication Strategies to Strengthen University Positioning in a Competitive Higher Education Environment

Abstract

The article analyzes educational and communication strategies for positioning a university in a competitive higher education environment. The purpose of the study is to identify how stakeholder groups perceive the educational identity of the Russian State University for the Humanities and to determine ways to strengthen its competitiveness. The empirical basis consists of data from an online survey of students, faculty members, representatives of other universities and employers. The questionnaires included closed and open-ended questions designed to reveal associations with the university, its emotional image, strengths and weaknesses of its educational model, expectations regarding the quality of training and graduates’ career opportunities. The results show that RSUH is perceived as a humanities university with a distinct academic culture, a supportive educational environment and potential for interdisciplinary development. The study also identifies insufficient visibility of research schools, weak career orientation, limited recognition of research projects and the need to update digital communication. The article defines points of parity and points of difference relevant to educational positioning. It concludes that sustainable university development requires strengthening its own educational identity, integrating humanities knowledge with technology, developing soft skills, individual learning trajectories and preparation for future human-centered professions, rather than copying the strategies of leading institutions