INFORMATION SUPPORT FOR UNIVERSITY COMMUNICATION WITH TARGET AUDIENCES IN THE CONTEXT OF MICRO-CREDENTIALS DEVELOPMENT
Abstract
The article examines the strategic role of micro-credentials as an innovative tool that enables universities to strengthen competitiveness, diversify educational offers, and adapt communication policies of the digital era. A central focus is given to information support, which is presented as a decisive element for creating transparent, sustainable, and effective interaction with target audiences, including prospective and current students, employers, professional associations, and government agencies. Micro-credentials are considered not only as a response to the global request for flexible lifelong learning but also as a mechanism that integrates national higher education into the international knowledge economy and supports mobility of qualifications. The study systematizes approaches of Ukrainian and international scholars to defining the educational and socio-economic value of micro-credentials, identifying expectations of stakeholders, and aligning learning outcomes with established qualification frameworks. Special attention is devoted to institutional readiness, digital infrastructure, recognition procedures, and quality assurance standards that determine scalability and sustainability of implementation. The duality of micro-credentials is highlighted: they create new opportunities for personalized learning trajectories, employability, and career adaptability. Based on synthesis of research findings, the paper formulates recommendations for improving communication strategies with target groups: integration into broader educational ecosystems, mapping outcomes to competence classifications, and the development of innovative digital platforms. The conclusions emphasize that without systematic investment in communication, technological infrastructure, and quality assurance, universities risk fragmentation of educational offers and erosion of trust. Thus, information support in the context of micro-credential development becomes a key factor for global positioning, resilience, and long-term sustainability of higher education institutions.
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