Sociological monitoring in the system of communication and information support for the university’s image creation

The study considers the methodological issues of sociological monitoring in the system of information support when creating the positive image of the university. The paper provides an overview of studies revealing the specific features of sociological monitoring applied in various fields. The authors present their views on sociological monitoring in the context of the university’s image creation and describe its goals, objectives, focus, scope, principles, functions, database, algorithm, and metrics. The research emphasizes that monitoring allows one to assess the image of the university, identify the problems, recommend the university to adjust its education policy, and devise an action plan to implement these recommendations. Sociological monitoring of creating the positive image of the university enhances its quality of education and competitiveness on the education market.