Digital Technologies in University Management: Contribution to Global Competitiveness

Abstract

The research aims to identify the current contribution of digital technologies in university management to their global competitiveness and explore the prospects for enhancing this contribution. Based on statistical data from Central Asian and Eastern European countries in 2024, the authors developed an economic-mathematical model to assess the impact of digital technologies in university management on their global competitiveness in 2024. The theoretical significance of the model lies in its explanation of the external effects of university management automation in this region. Using the model, the authors conclude that the expansion of fixed broadband access to high-speed Internet among universities, as well as electronic marketing and the promotion of higher education services, contribute to strengthening universities’ global competitiveness. In light of this, the authors developed a new marketing approach to university management automation, where digital technologies are applied to enhance their global competitiveness. The managerial significance of the applied developments and practical recommendations is reflected in the potential of this approach to improve the efficiency of university management and strengthen the position of universities from Central Asia and Eastern Europe in international university rankings, particularly THE rankings. Additionally, alternative scenarios for strengthening the global competitiveness of Armenian universities through the automation of university management were created. The practical significance of these scenarios lies in their potential to optimize university management automation.