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BTL-marketing communication in the formation of brand of universities in Ukraine

Охріменко, Г. В. (H. Okhrimenko) (2015) BTL-marketing communication in the formation of brand of universities in Ukraine. In: A New Role of Marketing and Communication Technologies in Business and Society: local and global aspects Collective monograph Edited by Y.S. Larina and O.O. Romanenko. Publishing house science and innovation center, ltd, st. louis, missouri, Usa, pp. 337-345. ISBN 978-0-615-67156-7

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Abstract

The research focused on the problem of branding of universities due to special marketing communication. There are three aspects of the interpretation of the brand of university are identified – the brand as a product, the brand as a sign, the brand of the quality. Also, the article represents the main reasons which interfere the positioning of the universities of modern educational services’ market: the high level of competition, the significant number of universities with similar names, low level of scientific staff mobility est. Consequently, the author proposed the characterization of BTL-marketing communication that promote to the formation of an effective brand of universities. There are the exhibition-presentation, festival activities and «marketing of relationship» dentally described.

Item Type: Book Section
Corporate Creators: Національний університет "Острозька академія", Київський національний лінгвістичний університет
Subjects: by fields of science > Management of enterprises. Management > Advertising. Information System. PR
Divisions: The College of Political Studies and Information Management > The Department of Documentation and Information Activities
Depositing User: Віталій Бондар
Date Deposited: 22 Feb 2016 09:20
Last Modified: 22 Feb 2016 09:20
URI: http://eprints.oa.edu.ua/id/eprint/4309

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