CORPORATE CULTURE AND ORGANIZATIONAL COMMUNICATION IN THE UNIVERSITY MANAGEMENT SYSTEM
DOI:
https://doi.org/10.5281/Keywords:
corporate culture, organizational communication, university management, higher education, academic leadership, internal communication, institutional identity.Abstract
The article examines the relationship between corporate culture and organizational communication in the management system of higher education institutions. In contemporary universities, corporate culture is not merely a set of formal values, symbols, or institutional rituals; rather, it functions as a strategic mechanism that shapes academic identity, managerial coordination, staff motivation, student engagement, and institutional reputation. Organizational communication, in turn, serves as the practical channel through which institutional values, strategic priorities, norms of interaction, and leadership decisions are transmitted, interpreted, negotiated, and internalized. The article argues that effective university management depends on the integration of a value-based corporate culture with transparent, dialogical, and participatory communication practices. Special attention is paid to the role of internal communication, academic leadership, shared governance, and digital communication tools in strengthening institutional cohesion and improving the quality of the educational environment.
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