Transformation of University Communication Strategy in Terms of Digitalization

Technology continues to impact every aspect of our lives and the education sector is no exception. Students spend the majority of their time on their laptops, phones and tablets, so referring them to resourceful websites is an effective way of being digitally up to date. The creation of an online community where academic staff and students can be online discussing topics and ideas and implicitly keep the learning process going even after the classes are finished. The transformation of Saint Petersburg Electrotechnical University's communication strategy, as a part of the development of engineering education in the context of digitalization is reviewed in the article. The main characteristics of Society 5.0, Industry 4.0, sixth wave of innovation, University 4.0, University 20.35 are presented. The meaning and use of such words as “digitalization”, “human capital”, “emotional intelligence”, “smart class”, “lifelong learning”, “university for life” and others are given. A strategic approach for promoting engineering professions in the international market of higher education based on six key principles: customer centricity, partner centricity, data governance, research and development, value and digital culture, is revealed. Different examples and numbers connected with ETU “LETI” and Honoris United Universities by each of these key principles are given in the article. The necessity of collaboration between teaching methodology and technology, in order to enhance the interrelated quality of teaching and learning for effective digital transformation are shown. University communication strategy has a direct impact on the development of the University and on key indicators that are formulated in the system of assessing the activities of the University at the State and international level. Thus, on the basis of the developed communication strategy all communications activities of the universities are carried out quite successfully and communication tools and channels are adapted to the constantly transforming portrait of the university's target audiences.