The university’s rating as a social technology and a tool for human-oriented management in an organization

The article considers the concept of «university rating» as a tool for managing the information, motivational, image-forming component of the activities of higher education organization. The main models of universities are analyzed, taking into account the communication process between organizations and their stakeholders (target audiences, translators and recipients of the university's image). The key ratings of universities are described and the main trends that influenced the formation of the image of universities in Russia are highlighted.