THE IMPACT OF DIGITAL UNIVERSITIES ON THE TRANSFORMATION OF THE EDUCATIONAL BUSINESS MODEL

Abstract

The article examines the impact of digital universities on the transformation of the educational business model in the context of the rapid development of digital technologies and the growing demand for online learning. The relevance of this issue is due to the need for flexible adaptation of universities to rapid changes in the digital economy and the labor market, as well as the implementation of customer-oriented educational strategies using innovative business architecture. The author analyzes the theoretical and practical aspects of the digital maturity of universities, emphasizing the importance of integrating modern technologies such as artificial intelligence, data analytics, and interactive educational platforms. Particular attention is paid to the concept of business architecture, which is a key factor in the transformation of educational activity of a digital university. The essence and structure of technological architecture, which consists of information architecture and application solutions architecture, are defined. Information architecture describes business processes, their role in the structure of interaction between the subjects of the educational environment, components of information models, digital infrastructure, and information management. Application solutions architecture includes software products and interfaces that ensure the interaction of participants in the educational process with information systems. The importance of these components for ensuring efficiency, transparency, and controllability of educational processes is substantiated. It is established that the implementation of business architecture allows universities to create a single integrated system that combines curricula, digital tools, and business processes within the university. It is indicated that such integration provides a high level of flexibility and adaptability of educational services, improves the quality of education, and contributes to better meeting the personalized needs of students. It is concluded that the development of the business architecture of the digital university contributes to its competitiveness, creates prerequisites for effective communication between all stakeholders, and ensures the long-term strategic stability of higher education institutions. Promising areas for further research on the methodology for implementing modern IT solutions in the activities of universities and analyzing the effectiveness of integrating artificial intelligence into educational practice are identified.