The Role of Communications in the Leading Position of a Global University in the Time of the Economy of Knowledge

Purpose: In 2018, the research group conducted the study to identify the role of reputation in the university leadership in the global educational market. Design/methodology/approach: The authors used a complex methodology in the research process, which includes both qualitative and quantitative methods for studying the material, as well as introspective logical method, analysis of statistical data, systematization and classification. Findings: The result of the work on the basis of an integrated methodology allowed us to assess the impact of reputation on the acquiring of the status of an industry leader by the higher vocational education institution as a result of work on the basis of an integrated methodology. The authors studied the successful communication practices of the leading universities in the world, following which we developed recommendations for development of effective communications. Originality/value: In accordance with the results of the study, one of the crucial tasks of a modern global university is to build a system of external and internal communications. It works on a formation of a stable positive reputation of the university and ensures its promotion in the global educational market. This is the relevant objective for Russian educational organizations for the foreseeable future for developing the economy of knowledge. © 2021, Springer Nature Switzerland AG.