Publicized Organizational Culture of Bulgarian Higher Education Institutions - Significance and Manifestations

The visualization of the strategic priorities of higher schools in the digital space is a key task of academic management in the modern conditions of a dynamic educational environment, digitalization and globalization. Proclaiming the o cial organizational culture on the Internet is essential for improving the image of educational institutions in the external environment and, respectively, for the demand for their services. The purpose of this study is to examine the characteristics of the o cial organizational culture of higher schools in Bulgaria publicized on the Internet and to reveal their common features, speci cs and direction. The research tools used include descriptive statistical analysis, content analysis and comparison method. The obtained results show that the higher schools in Bulgaria demonstrate a high desire to publicize the o cial culture in the digital space, with the most actively proclaimed elements being the organizational mission and the history of the institutions.