Client-oriented organizational culture as a vector of transformation of Higher school

In the article the role of organizational culture as a customer-oriented trajectory of management at university is considered. The authors analyze the main clients of the educational environment on the basis of which the model of customer-oriented organizational culture of the university is proposed, reflecting the structural platform of organizational culture, the integration of internal and external customers in the socio-cultural environment of the university, as well as sequential communications and transformations of external customers in the internal customers.