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Modern technologies of educational services promotion

Annotation

Modern universities function within competitive environment. The competition covers various areas: competition for students, qualified staff, and funds from external sources. The competition between universities at the level of reputation / image / brand is an actively developing field. It is topical for universities to find the most effective tools of educational institutions brand promotion at regional and global markets of educational services in conditions where traditional tools of advertising and PR do not perform necessary efficiency. The relatively new ways f educational institutions brand promotion by means of social services aond event communication is discussed. As an example of such promotion the series of events within “Advertising Week” is taken. It is annually held on the base of Tambov State University named after G.R. Derzhavin. As “Advertising Week” experience shows the effectiveness of communication with target audiences is conditioned by the “coalescence”, integration of advertising and PR tools.

Keywords

university; educational service; event communication; promotion; event marketing; special event; social services; competition

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UDC

37:001.121.18

Pages

47-51

References

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Received

2014-09-05

Section of issue

Experience of organization of modern education

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