From the corporate culture of national university to the global university: the case of the RUDN University

The relevance of the research is associated with the increasing competition in the global educational market, where Russian universities enter and pretend to the status of a global university due to the Project 5-100. Today an academic institution needs to form a brand in the actual international infosphere. This process based on many factors, one of which is the corporate culture (CC) of the university, and the study is concerned with the exploration of its features. The main characteristics of the concept of “global university” and the description of the features of the CC of the university are given. The results of the study of CC of the RUDN University, that were received in 2019 through a survey of teachers, staff and students of the university, are presented. In conclusion, the recommendations on how to transform the CC of a university so that it allows to form its brand in the global educational space are formulated. These recommendations will be useful to any university that works in Russia or enters the global education market.