STRATEGY OF FORMATION OF THE BRAND OF UNIVERSITY IN MODERN EDUCATIONAL SPACE
https://doi.org/10.17747/2618-947X-927
Abstract
The complex of tools is presented in article for formation of a brand of university which will distinguish him from analogs in the market and will provide effective advance of higher education institution in modern educational space. Relevance of research is caused by sharply increased demand for educational services in the market of the higher education. The competition has become aggravated so that universities are compelled to apply more actively everything marketing to adapt for market conditions. Former tools becomes not enough in this connection to the forefront there is a creation and maintenance of an attractive and memorable brand of higher education institution. In article the role and a university place in modern educational space are described. During research specific features of branding and communications in the sphere of educational services, and also the key factors influencing formation and development of a brand of university have been marked out. Based on the allocated factors, ways of improvement of instruments of formation of a brand of the university, providing effective advance of higher education institution and its competitiveness have been offered.
About the Author
A. S. Karikova
Financial University under the Government of the Russian Federation
Russian Federation
Russian Federation
Deputy director of the Institute of Online Education of Financial University under the Government of the Russian Federation. Research interests: higher education business models, strategy development process in higher education, building a university brand, educational marketing, digitalization in higher education.
References
1. Aaker D. (2003). Sozdanie sil’nykh brendov [Building strong brands]. Transl. from Eng. Moscow, Izdatel’skiy dom Grebennikova.
2. Bolotov V.A. (2018). Proshloe, nastoyashchee i vozmozhnoe budushchee rossiyskoy sistemy otsenki kachestva obrazovaniya [The past, present, and possible future of the Russian education assessment system]. Voprosy obrazovaniya [Educational Studies Moscow], 3, 287-297.
3. Vissema J.G. (2016). Universitet tret’ego pokoleniya: upravlenie universitetom v perekhodnyy period [Towards the thirt generation university]. Transl. from Eng. Moscow, Sberbank.
4. Korshunov I.A., Peshkova V.M, Malkova N.V. (2019). Uspeshnye strategii realizatsii programm dopolnitel’nogo professional’nogo obrazovaniya v professional’nykh obrazovatel’nykh organizatsiyakh i vuzakh [Successful strategies of vocational schools and universities in implementing continuing education programs]. Voprosy obrazovaniya [Educational Studies Moscow], 1, 187-214.
5. Kuskin W. (2018). Kartirovanie novoy ekosistemy obrazovaniya: Vstupitel’noe slovo priglashennogo redaktora [Mapping the new education ecosystem. Introduction to the special issue] (Transl. from Eng.). Voprosy obrazovaniya [Educational Studies Moscow], 4, 9-20.
6. Mitrofanova T.Yu., Knysh V.A. (2010). Vybor konkurentnoy strategii vuza na osnove analiza pokazateley kapitala brenda [The choice of competition strategy of a university based of the analysis of indices of brand capital]. Problemy sovremennoy ekonomiki [Problems of Modern Economics], 3(35), 398-401.
7. Selyukov M.V., Shalygina N.P. (2012). Brend-tekhnologii v sisteme upravleniya vysshim uchebnym zavedeniem [Brand-technologies in the system of management of higher education institution]. Sovremennye problemy nauki i obrazovaniya [Modern Problems of Science and Education], 5, 260.
8. Stensaker B. (2018). Assotsiatsii universitetov: usilenie kontrolya, uvelichenie potentsiala, razvitie kreativnosti v dinamichno menyayushheysya srede [University alliances: Enhancing control, capacity, and creativity in dynamic environments]. Transl. from Eng. Voprosy obrazovaniya [Educational Studies Moscow], 1, 132-153.
9. Titovа N.L. (ed.). (2008). Strategii razvitiya rossiyskikh vuzov: otvety na novye vyzovy [Development strategies of Russian universities: Answers to new challenges]. Moscow, Maks Press.
10. Stein R. (2018). Podderzhka onlinе-initsiativ v obrazovanii [Supporting online initiatives: From moocs to for-credit offerings]. Transl. from Eng. Voprosy obrazovaniya [Educational Studies Moscow], 4, 188-198.
11. Alvesson M., Spicer A. (2016). (Un)Conditional surrender? Why do profes- sionals willingly comply with managerialism. Journal of Organizational Change Management, 29(1), 29-45.
12. Budyldina N. (2018). Entrepreneurial universities and regional contribution. International Entrepreneurship and Management Journal, 14(2), 265-277.
Review
For citations:
Karikova A.S. STRATEGY OF FORMATION OF THE BRAND OF UNIVERSITY IN MODERN EDUCATIONAL SPACE. Strategic decisions and risk management. 2020;11(4):420-429. https://doi.org/10.17747/2618-947X-927
Views:
6827
Email this article 