INNOVATIVE PROMOTION TOOLS FOR THE UNIVERSITY BRAND IN THE DIGITAL ENVIRONMENT

UDC 339.138:658

 

Derbinskaya Ekaterina Aleksandrovna – Senior Lecturer, the Department of Economic Theory and Marketing. Belarusian State Technological University (13a, Sverdlova str., 220006, Minsk, Republic of Belarus). E-mail: e.derbinskaya@belstu.by

DOI: https://doi.org/ 10.52065/2520-6877-2024-280-9.

 

Key words: branding, university brand, digital marketing communications, innovative marketing communications tools, digital environment, content, advertising.

For citation: Derbinskaya Е. А. Innovative promotion tools for the university brand in the digital environment. Proceedings of BSTU, issue 5, Economics and Management, 2024, no. 1 (280), pp. 75–82 (In Russian). DOI: 10.52065/2520-6877-2024-280-9.

Abstract

Currently, university branding is a pressing issue in modern higher education systems. Increasing competition between universities in the educational services market, the labor market and the market for scientific and technical products and services necessitates the creation of strong university brands that can increase sales of university products and services. A strong university brand can increase the number of applicants entering the university in the national and international educational services market. University branding also contributes to the transfer of technologies created at the university and increases investment in its research activities. In the labor market a strong university brand increases the demand for university graduates and contributes to the formation of a prestigious alumni community, which, in turn, provides additional competitive advantages for the university. The purpose of this work is to determine effective ways to promote the university brand using innovative digital marketing communications tools that take into account the characteristics of the university as an object of research and the specifics of communications with the university’s target audience in the educational services market, the labor market and the market of scientific and technical products and services. The author presents innovative tools for promoting the university brand in the digital environment, identifies their distinctive features and advantages, identifies the main media and channels of communication, and substantiates the need for their use to promote the university brand.

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13.02.2024