Anotace:
The article studies the role and place of intra-corporate media resources of higher education institutions in the modern educational process. It has been proved that they are a particular type of corporate media. Their features, problems and opportunities in ensuring the educational process of higher education institutions have been identified. Furthermore, the main trends in the development of university media have been considered. In the course of the scientific research, it has been concluded that the intra-corporate media resources of educational institutions perform mainly the same tasks as other corporate mass media: they form a corporate culture, introduce specific values, create an atmosphere of cohesion by combining different elements of the educational process (from the administrative component to student extracurricular life); they disseminate relevantly and demanded information, mobilise students to adjust to conscientious study, and the staff of the institution - to work, establish vertical and horizontal communications between educational institutions and a specific target audience based on the implementation of constructive dialogic relations, etc.