Image risks on transition to digital education: opinion receivers of educational services

The article reflects the aspects of digital education as a complex unstable system in the conditions of the transformation of educational processes. The image risks of a business model for the implementation of educational services based on online monitoring and analysis of the opinions of recipients of educational services in relation to the willingness to acquire educational services, the formation of adaptive and technological skills are disclosed. Identified systemic problems and risks in the activities of educational institutions associated with the lack of a clear procedure for the introduction of digital technologies, with a decrease in the academic and financial stability of the university, a narrowing of the target audience due to the loss of previous traditional and feedback. Priorities and improving factors for the technological positioning of the university during the transition to digital education are outlined. An attempt is made to reveal the elements of a business model, which includes: monitoring and expanding image perception, synchronization of IT and Edu-technologies, ensuring “transparency” of various schemes for the provision of educational services for the personalization of educational paths, targeting and adaptability to meet educational needs.