Regulations on the Center for Strategic Development and Public Positioning
of the National Aerospace University
«Kharkiv Aviation Institute»
Approved by:
Academic Council of the
National Aerospace University
«Kharkiv Aviation Institute»
Protocol No. 12 dated June 18, 2025
Put into effect by Order No. 319 dated July 10, 2025
QMS KhAI-CSDPP-R/001:2025
Effective date: September 01, 2025
Revision No. 1
1. General Provisions
1.1. These Regulations determine the legal and organizational principles of the activity of the Center for Strategic Development and Public Positioning (hereinafter referred to as the Center) of the National Aerospace University «Kharkiv Aviation Institute» (hereinafter referred to as the University or KhAI) and have been developed in accordance with the instruction «Procedure for Drafting Regulations on Structural Units», the University Statute, the University Development Strategy for 2020-2030, and regulate the general managerial, economic, and legal principles of the Center's functioning, its structure, tasks, functions, rights, management competencies, responsibility, and interaction with other structural units of the University.
1.2. In its activities, the Center is guided by the principles set out in:
- standards and guidelines for quality assurance in the European Higher Education Area (ESG), particularly regarding institutional quality policy, strategic management of higher education institution development, and stakeholder engagement in management processes;
- communiques of the EHEA (Bologna Process) ministerial conferences, which determine the directions for developing institutional autonomy, international competitiveness, strategic capacity, and internal quality assurance in the higher education system.
1.3. The Center is a structural unit of the University, which reports directly to the Rector of the University. Operational management of the Center's work is carried out directly by the Director of the Center.
1.4. In its activities, the Center is guided by the current legislation of Ukraine, in particular: the Law of Ukraine «On Education», the Law of Ukraine «On Higher Education», the Law of Ukraine «On Scientific and Scientific-Technical Activity», the University Statute, the University Collective Agreement, orders and instructions of the Rector, these Regulations, and other regulatory and legal acts in the fields of education, science, public communications, and information policy.
1.5. The Center is created, reorganized, and liquidated by a decision of the Academic Council of the University, which is put into effect by an order of the Rector of the University. Termination of the Center's activities is carried out through its liquidation or reorganization. During reorganization, all documentation of the Center must be promptly transferred for storage to the legal successor, and during liquidation - to the University archive.
2. Purpose and Tasks of the Center
2.1. The purpose of the Center's activity is to ensure the strategic development of the University by forming a stable and recognizable image in the national and international information space. This is achieved through the introduction of innovative practices in communications, marketing, public representation, promotion of scientific achievements, strengthening of partnership ties, and expansion of opportunities for the integration of the University into the global scientific and educational community, as well as through systematic monitoring of national and international rankings and the implementation of measures aimed at raising KhAI's positions in these rankings.
The Center contributes to attracting additional resources, maintaining reputational capital, and realizing the strategic priorities of the University in accordance with ESG standards (Standards and Guidelines for Quality Assurance in the European Higher Education Area) and the principles of the Bologna Process.
2.2. Main tasks of the Center:
2.2.1. Development and implementation of the University brand positioning strategy, in particular:
- formation of strategic vision, value proposition, brand architecture, and visual style;
- updating slogans, identity, and information products in accordance with the brand concept;
- integration of brand communication into all levels of management and interaction with target audiences;
- engagement of stakeholders in the brand positioning process.
2.2.2. Ensuring information support for image programs and reputational initiatives:
- creation of analytical and PR materials;
- maintenance of the image events calendar;
- information support for speeches by the University management;
- coordination of the creation of image video and photo materials.
2.2.3. Development of marketing and communication strategies:
- conducting target audience research (applicants, international partners, business);
- positioning of educational programs in national and international markets;
- planning of advertising campaigns (online and offline);
- interaction with educational platforms and aggregators;
- monitoring the effectiveness of communication measures.
2.2.4. Coordination of activities in the field of public representation, including events, exhibitions, forums, etc.:
- organization and participation in national and international exhibitions of education, science, and innovation;
- holding Open Days, KhAI-fests, presentations of educational programs;
- participation in public events positioning the University as an expert platform;
- creation of stands, presentation materials, souvenir products;
- registration, logistics, and coordination of University delegations.
2.2.5. Ensuring brand commercialization:
- development of products with the University brand (merch, licensed goods);
- implementation of partnership programs with commercial structures;
- maintaining records of intellectual property rights related to the brand;
- coordination of the use of the logo and corporate identity by third parties.
2.2.6. Visual and technical support of the brand, including web resources:
- interface design, presentations, videos, brand books;
- compliance with unified identity standards in all communication materials;
- development of presentation templates, visualizations, stands for structural units;
- ensuring accessibility and multilingualism of digital resources.
2.2.7. Organization of cooperation with media, educational partners, employers, and authorities:
- creation and maintenance of a database of partners, contacts, and media channels;
- interaction with relevant authorities in the information sphere;
- communication with business and associations regarding strategic partnership.
2.2.8. Preparation of analytical reports on reputational indicators and public activity of the University.
2.2.9. Development of internal and external communication.
2.2.10. Popularization of the University's scientific achievements through modern information technologies and platforms.
2.3. Basic principles of the Center's activity:
2.3.1. Autonomy and accountability - the Center implements its functions within the competence delegated by the University, ensuring transparent reporting and effective resource management.
2.3.2. Transparency and openness - ensuring the availability of information about the University's activities, promoting the development of an open dialogue with stakeholders (students, employees, partners, the public).
2.3.3. Quality orientation - implementation of internal procedures for monitoring and evaluating the effectiveness of public communication, branding, and strategic planning in accordance with ESG.
2.3.4. Inclusiveness - ensuring consideration of the interests of all groups of the academic community, promoting equal access to information and opportunities for involvement in the public life of the University.
2.3.5. Coordination and synergy - interaction with all structural units of the University and external partners to achieve strategic goals.
2.3.6. European identity and integration - promotion of the University's international recognition through public positioning in the European educational and research space, adherence to the principles of the Bologna Process.
2.3.7. Innovation and adaptability - introduction of modern approaches to branding, marketing, and digital communications, the ability to quickly respond to challenges and environmental changes.
2.3.8. Sustainable development - compliance with the UN Sustainable Development Goals (in particular, Goal 4 — Quality Education, Goal 9 — Industry, Innovation and Infrastructure, Goal 17 — Partnerships for the Goals) in shaping the image and growth strategy of the University.
2.3.9. Digital maturity - focus on the use of modern IT solutions, process automation, and digital tools to manage public positioning.
3. Functions of the Center
To perform its tasks, the Center for Strategic Development and Public Positioning carries out the following functions:
3.1. In the field of strategic brand development:
3.1.1. Develops concepts, plans, and programs for building the University's brand and reputational capital;
3.1.2. Coordinates the implementation of the brand strategy into the activities of structural units;
3.1.3. Initiates surveys, focus groups, and other methods to study the perception of the University.
3.2. In the field of public positioning:
3.2.1. Ensures the University's participation in prestigious educational and scientific rankings, forums, and competitions;
3.2.2. Organizes events that promote KhAI's recognition among the public, mass media, and partners;
3.2.3. Prepares presentation materials for various audiences.
3.3. In the field of communications:
3.3.1. Creates content (news, articles, reviews, infographics, videos) for external and internal communications.
3.4. In the field of public events:
3.4.1. Organizes or coordinates the University's participation in exhibitions, forums, and conferences;
3.4.2. Coordinates the preparation of stands, booklets, video materials, and souvenir products.
3.5. In the field of branding and marketing:
3.5.1. Controls compliance with the University's visual style in all materials;
3.5.2. Develops advertising campaigns for educational programs, scientific products, and the university brand;
3.5.3. Cooperates with advertising agencies, designers, and printing companies.
3.6. In the field of analytics:
3.6.1. Monitors KhAI's reputation in open sources;
3.6.2. Analyzes the effectiveness of PR and marketing measures;
3.6.3. Prepares regular reports, ratings, and recommendations for reputational development.
3.7. In the field of partnerships and external relations:
3.7.1. Coordinates cooperation with enterprises, higher education institutions, foundations, and government representatives;
3.7.2. Ensures KhAI's representation in international communication projects;
3.7.3. Develops a network of contacts and a database of strategic partners.
3.8. In the field of internal communication support:
3.8.1. Forms and maintains a system for internal information dissemination among employees and students;
3.8.2. Promotes the formation of a unified corporate culture;
3.8.3. Supports communication channels between structural units regarding PR activities.
4. Structure of the Center
4.1. The Center includes the following structural units:
4.1.1. Department of Marketing and Branding.
4.1.2. Department of Strategic Cooperation and Image Programs.
4.2. The Center interacts with the following University units, taking into account the functional separation of powers:
4.2.1. Center for Public Relations - within the framework of a joint information policy: the Center for Strategic Development provides strategic planning for public communication, brand strategy, and image campaigns, while the Center for Public Relations carries out operational information support, news and press release preparation, and response to external mass media inquiries.
4.2.2. Laboratory of Web Resource Management and Promotion - within the framework of implementing digital identity, supporting the official website and web resources. The Center forms visual and communication standards, while the Laboratory ensures technical implementation and administration.
4.2.3. Center for Education Quality, Licensing, and Accreditation - in matters of information support for accreditation procedures, strategic positioning of educational programs, and representation of KhAI in the external environment. The Center does not participate in accreditation documentation, but ensures its external communication.
4.2.4. Structural units whose work is aimed at international activities - within the framework of communication support for international projects, image support for the University's internationalization, and brand support for international events. The Center does not duplicate the functions of administering mobility programs or signing agreements.
4.2.5. Student Club - as a partner in implementing public initiatives, events, social, and reputational campaigns with the participation of student youth.
The Center provides strategic communication support, while the Student Club organizes internal coordination and initiatives.
4.2.6. Department of Pre-University Education - within the framework of popularizing the University among potential applicants: the Center for Strategic Development provides strategic positioning, development of key messages, visual materials, and communication support, while the pre-university training unit is responsible for organizing and conducting events for schoolchildren, career guidance activities, and direct interaction with educational institutions.
5. Rights and Obligations
5.1. The Center has the right to:
5.1.1. Initiate and implement projects on the University's public positioning;
5.1.2. Request and receive necessary information, documents, and analytical materials from structural units of the University to perform assigned tasks;
5.1.3. Represent the University at public events, including in the media, expert forums, educational exhibitions, etc.;
5.1.4. Cooperate with external partners, media organizations, state authorities, educational and science institutions, foundations, and businesses;
5.1.5. Submit proposals to the University management on improving the system of internal and external communications;
5.1.6. Initiate the development, review, or updating of the image policy, brand strategy, information, and reputational positioning model of the University;
5.1.7. Coordinate or issue recommendations on compliance with the University's corporate style in information materials;
5.1.8. Participate in the formation of plans for image and public events of the University;
5.1.9. Submit petitions regarding the encouragement or bringing to responsibility of the Center's employees within the framework of labor legislation and internal regulatory documents of the University.
5.2. The Center is obliged to:
5.2.1. Comply with the requirements of current legislation and internal documents of the University;
5.2.2. Ensure the quality implementation of development, communication, and positioning strategies;
5.2.3. Report to the Rector on the results of its activities.
6. Management of the Center
6.1. The Center is headed by a Director who organizes its activities, distributes duties among employees, controls the execution of tasks, and represents the Center in internal and external interactions.
6.2. The Director of the Center is accountable to the Rector and submits regular reports on the activities of the unit.
6.3. The Director of the Center has the right to:
6.3.1. Represent the Center in relations with the structural units of the University, external organizations, mass media, and partners;
6.3.2. Initiate the creation of working groups, commissions, and project teams to implement the tasks of the Center;
6.3.3. Approve, within the scope of authority, editorial plans, brand strategies, design policies, and communication campaigns;
6.3.4. Submit proposals to the University management regarding the improvement of the structure and activities of the Center, in particular regarding personnel, resource, and organizational aspects;
6.3.6. Request necessary information, documents, and analytical data from the structural units of the University;
6.3.7. Approve or initiate PR materials published on behalf of the University;
6.3.8. Submit petitions on encouragement or bringing to responsibility the employees of the Center in accordance with the legislation and internal acts of the University.
6.4. The Director of the Center is obliged to:
6.4.1. Ensure the effective functioning of the Center in accordance with its tasks and functions;
6.4.2. Carry out strategic and operational planning of the Center's activities;
6.4.3. Ensure the rational use of material and human resources of the Center;
6.4.4. Exercise internal control over the quality of project implementation, public communications, visual and content filling;
6.4.5. Form and submit reports on the activities of the Center to the Rector;
6.4.6. Ensure compliance of the Center's employees with labor discipline, the code of ethics, and internal regulations;
6.4.7. Organize professional development and training for the Center's employees;
6.4.8. Participate in meetings of the Directorate, strategic meetings, and Academic Councils (within the scope of authority).
6.5. In case of temporary absence of the Director (vacation, business trip, etc.), their duties are performed by another official of the Center appointed by an order of the Rector.
6.6. The Director of the Center is appointed and dismissed by an order of the University Rector in accordance with current legislation and internal procedures.
7. Responsibility
7.1. The Center bears responsibility for the proper performance of tasks and functions defined by these Regulations, as well as for the quality, reliability, and timeliness of prepared information, analytical, visual, and communication materials.
7.2. The Director of the Center and the employees of the Center bear personal responsibility for:
7.2.1. Compliance with the requirements of current legislation of Ukraine, the University Statute, these Regulations, and internal regulatory acts of the University;
7.2.2. Preservation of confidential, official, or internal information;
7.2.3. Violation of academic integrity, business ethics, and the code of ethics of a Center employee;
7.2.4. Negligent or untimely performance of assigned duties;
7.2.5. Violation of corporate style standards and the University's brand policy;
7.2.6. Dissemination of inaccurate or reputationally damaging information;
7.2.7. Unauthorized use of the brand, logo, and visual identity of KhAI.
7.3. The responsibility of the Center's employees arises in accordance with the norms of the labor legislation of Ukraine, as well as internal regulations of the University, including disciplinary measures.
7.4. In cases of causing material damage to the University through the fault of an employee of the Center, liability is determined in accordance with current legislation.
7.5. Once every five years, the Center carries out self-assessment and submits a report on its activities to the Academic Council.
8. Final Provisions
8.1. The Regulations on the Center for Strategic Development and Public Positioning are approved by the Academic Council of the University and put into effect by an order of the Rector.
8.2. Changes and/or additions to these Regulations are made in the manner established for its adoption.