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DIGITALIZATION IN HIGHER EDUCATION: OPPORTUNITIES AND RISKS
Abstract
Digitalization is rapidly evolving worldwide and today information exchange and electronic products have become an important part of life. Transformations caused by digitalization are seen as an economic, technological and social development phenomenon. Since higher education plays a key role in preparing future generations, it is essential to enhance the opportunities of higher education institutions offered by digitalization both in internal communication and marketing, thus improving their day-to-day work and ability to offer such study environment that meets young generation's needs. The object of the current research is development of the digitization process in the context of higher education, but the subject of the research - use of digitalization possibilities in internal and communication and marketing of higher education institutions. In authors' opinion, digitalization causes new challenges for higher education institutions that need to be identified and managed in a timely manner. The study used monographic method, secondary data analysis, secondary information source analysis, document research and in-depth expert interviews to identify opportunities and risks caused by digitalization processes in higher education institutions' internal communication and marketing.
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