Social and instructional design is a kind of pedagogical activity with a great potential for the development and improvement of a particular student, teaching team or educational institution as a whole. Social and instructional design allows solveing social problems using pedagogical means, social, community and individual resources. Corporate culture as a phenomenon is impossible without a community acting as a carrier of a culture established in a particular company or organization. The development of the corporate clture based on the social and instructional design will enable optimizing the process and make it structured, transparent and flexible for adjustment and timely correction. As an object of the study, corporate culture can be considered using a variety of approaches, including cultural, ethnographic, phenomenological, functional, organizational, activity, psychological, moral and ethical approaches. The study is based on the aggregate concept of the corporate culture as a set of basic values (ideas) accepted and shared by the majority of employees and defining the uniqueness and individuality of a practicular company or organization both internally and externally. After analyzing the definitions and approaches to the concept of «corporate culture» we have identified the following its component: regular behavior patterns, rules and regulations, dominant values, philosophy, management culture, social and psychological climate. It has become a tradition to identify three levels structure of corporate culture marked first in E.Shane’s works, which includes a superficial «symbolic» level (artifacts), a subsurface level (declared values), and a basic or profound level. We have also considered another corporate culture structure proposed by F. Harris and R. Moran and considered the following features as self-awareness and understanding of a personal place in a company; communication system, language of communication; external image of an employee; eating habits; awareness of time, attitude towards time; relationships between colleagues in a company; values; faith and beliefs; personal development and learning activity; work ethics and motivation. The paper contains a short summary of the social and instructional design model of corporate culture, which includes the following hierarchically interrelated elements: objective, subject, stages of social and instructional design, corporate culture, its components and levels, social potential and results of social and instructional design. The stages and methods of social and instructional design allow developing an effective strategy for corporate culture of a particular company, which makes social and instructional design of corporate culture a relevant tool.
proektirovanie, social'no-pedagogicheskoe proektirovanie, organizacionnaya kul'tura, sovershenstvovanie, razvitie
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