COMMUNICATIVE PROJECTS AND SPECIAL EVENTS AS TECHNOLOGIES FOR DEVELOPMENT OF HIGHER EDUCATION INSTITUTION'S CORPORATE CULTURE
The role of communication technologies used for forming corporate culture of higher education institutions is discussed. Corporate culture of a higher education institution is regarded as one of the most significant components of the institution's symbolic capital, which ensures successful development of the higher education institution in a competitive environment. Communicative projects and special events are presented as effective technologies for developing higher education institution's corporate culture and ways to improve loyalty of external and internal target audiences. An overview of several communicative projects conducted by Herzen State Pedagogical University of Russia is provided as an example.