Author: Elena M. Revzina
Communicology. 2018. Vol.6. No.5
Elena Mstislavovna Revzina, Cand. Sc. (Phis.-Math), head of the Department of Innovations, Saratov Chernyshevsky State University. Address: 410012, Russia, Saratov, Astrakhanskaya st., 83. Е-mail: lesya16@bk.ru.
Abstract. Modern Universities develop and promote their image to create a competitive advantage. The image of a particular educational institution is not just a set of formed external and meaningful indicators of its activity. It manifests itself in the impressions and beliefs of those who have an idea about this institution. In turn, the perceived positive image gives impetus to further communication of the target audience with the university. The public relations services and image-makers themselves should make sure that the image of their university is formed correctly, and the reputation characteristics of the University and its representatives are perceived adequately. To build effective communication with applicants, university should develop a technology of segmentation of target groups and relevant measurements for their characteristics and status. The obtained information should help to achieve the correct focus of efforts on each element of the communication. Management of all components of marketing mix should be carried out in a coordinated manner, based on an integrated approach to the implementation of marketing communication. The development of a marketing strategy should be preceded by a detailed analysis of the most effective sources of information about a higher educational institution with a focus on the availability and perceptibility of information to the targeted groups of applicants. Each target group should be studied in detail to better understand its needs and expectations.
Keywords: higher school, university environment, university image, marketing communications
Text: PDF
For citation: Revzina E.M. Marketing communication as a tool of positive image of higher education institutions: technology and methods of work with the target audience. Communicology (Russia). 2018. Vol. 6. No.5. P. 90-98.
DOI 10.21453 / 2311-3065-2018-6-5-90-98.
References
Bakewell C.J., Gibson-Sweet M.F. (1998). Strategic marketing in a changing environment. Are the new UK universities in danger of being `stuck in the middle'? International Journal of Education Management. Vol. 12. P. 1-8.
Golubkova E.N. (2016). Integrated marketing communications: Textbook and workshop for academic bachelor / Ed. E.N. Golubkova. Lyubertsy: Yurayt (In Rus.).
Keever S. (1998). Building your image on campus. Journal of Career Planning and Employment, Winter. P. 42-6.
Kirillina N.V. (2011). Social potential of modern marketing communications: theoretical and methodological foundations of sociological research. Social policy and sociology. No. 3(69). P. 243-257 (In Rus.).
Kotler P., Fox K. (1995). Strategic Marketing for Educational Institutions, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
Landrum R.E., Turrisi R., Harless C. (1998). University image: the benefits of assessment and modelling. Journal of Marketing for Higher Education, Vol. 9 No. 1. P. 53-68.
Musikant V.L. (2013). Integrated marketing communications: study guide Moscow: INFRA-M (In Rus.).
Naude P., Ivy J. (1999). The marketing strategies of universities in the United Kingdom. The International Journal of Educational Management, Vol. 13 No. 3. P. 126-134.
Paramewaran R., Glowacka A.E. (1995). University image: an information processing perspective. Journal of Marketing for Higher Education. Vol. 6 No. 2. P. 41-56.
Romanov A.A. (2012). Marketing communications: Textbook / Ed. A.A. Romanov, I.M. Sinyaeva, V.A. Polyakov. M.: University textbook, INFRA-M (In Rus.).
Sharkov F.I. (2004a). Integrated advertising communications. M.: RIP-holding (In Rus.). Sharkov F.I. (2004b). Integrated PR communications. M.: RIP-holding (In Rus.).
Sharkov F.I. (2014). Integrated communications: advertising, public relations, branding. M.: Dashkov & Ko (In Rus.).
Communicology. 2018. Vol.6. No.5
Elena Mstislavovna Revzina, Cand. Sc. (Phis.-Math), head of the Department of Innovations, Saratov Chernyshevsky State University. Address: 410012, Russia, Saratov, Astrakhanskaya st., 83. Е-mail: lesya16@bk.ru.
Abstract. Modern Universities develop and promote their image to create a competitive advantage. The image of a particular educational institution is not just a set of formed external and meaningful indicators of its activity. It manifests itself in the impressions and beliefs of those who have an idea about this institution. In turn, the perceived positive image gives impetus to further communication of the target audience with the university. The public relations services and image-makers themselves should make sure that the image of their university is formed correctly, and the reputation characteristics of the University and its representatives are perceived adequately. To build effective communication with applicants, university should develop a technology of segmentation of target groups and relevant measurements for their characteristics and status. The obtained information should help to achieve the correct focus of efforts on each element of the communication. Management of all components of marketing mix should be carried out in a coordinated manner, based on an integrated approach to the implementation of marketing communication. The development of a marketing strategy should be preceded by a detailed analysis of the most effective sources of information about a higher educational institution with a focus on the availability and perceptibility of information to the targeted groups of applicants. Each target group should be studied in detail to better understand its needs and expectations.
Keywords: higher school, university environment, university image, marketing communications
Text: PDF
For citation: Revzina E.M. Marketing communication as a tool of positive image of higher education institutions: technology and methods of work with the target audience. Communicology (Russia). 2018. Vol. 6. No.5. P. 90-98.
DOI 10.21453 / 2311-3065-2018-6-5-90-98.
References
Bakewell C.J., Gibson-Sweet M.F. (1998). Strategic marketing in a changing environment. Are the new UK universities in danger of being `stuck in the middle'? International Journal of Education Management. Vol. 12. P. 1-8.
Golubkova E.N. (2016). Integrated marketing communications: Textbook and workshop for academic bachelor / Ed. E.N. Golubkova. Lyubertsy: Yurayt (In Rus.).
Keever S. (1998). Building your image on campus. Journal of Career Planning and Employment, Winter. P. 42-6.
Kirillina N.V. (2011). Social potential of modern marketing communications: theoretical and methodological foundations of sociological research. Social policy and sociology. No. 3(69). P. 243-257 (In Rus.).
Kotler P., Fox K. (1995). Strategic Marketing for Educational Institutions, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
Landrum R.E., Turrisi R., Harless C. (1998). University image: the benefits of assessment and modelling. Journal of Marketing for Higher Education, Vol. 9 No. 1. P. 53-68.
Musikant V.L. (2013). Integrated marketing communications: study guide Moscow: INFRA-M (In Rus.).
Naude P., Ivy J. (1999). The marketing strategies of universities in the United Kingdom. The International Journal of Educational Management, Vol. 13 No. 3. P. 126-134.
Paramewaran R., Glowacka A.E. (1995). University image: an information processing perspective. Journal of Marketing for Higher Education. Vol. 6 No. 2. P. 41-56.
Romanov A.A. (2012). Marketing communications: Textbook / Ed. A.A. Romanov, I.M. Sinyaeva, V.A. Polyakov. M.: University textbook, INFRA-M (In Rus.).
Sharkov F.I. (2004a). Integrated advertising communications. M.: RIP-holding (In Rus.). Sharkov F.I. (2004b). Integrated PR communications. M.: RIP-holding (In Rus.).
Sharkov F.I. (2014). Integrated communications: advertising, public relations, branding. M.: Dashkov & Ko (In Rus.).
