INNOVATIVE APPROACHES TO PROMOTION OF THE UNIVERSITY BRAND IN THE DIGITAL ENVIRONMENT

Authors

DOI:

https://doi.org/10.36773/1818-1112-2024-133-1-198-203

Keywords:

university brand, branding, digital marketing communications, marketing innovations, content, digital communication channels

Abstract

Currently, due to increased competition between universities, the problem of university branding in the digital environment is relevant. University branding in the digital environment contributes to the promotion of educational products and scientific and technical products of the university, leading to an increase in the demand for its graduates in the labor market. The university brand is important in the international market of educational services, because a strong brand can attract more international applicants to the university.

The purpose of this work is to develop a model of digital marketing communications for a university, taking into account the characteristics of the university as an object of research and the specifics of digital marketing communications.

Author Biography

Ekaterina Aleksandrovna Derbinskaya, Belarusian State Technological University

Senior Lecturer at the Department of Economic Theory and Marketing, Belarusian State Technological University, Minsk, Republic of Belarus.

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Published

2024-04-18

How to Cite

(1)
Derbinskaya, E. A. INNOVATIVE APPROACHES TO PROMOTION OF THE UNIVERSITY BRAND IN THE DIGITAL ENVIRONMENT. Вестник БрГТУ 2024, 198-203.

Issue

No. 1(133) (2024): Vestnik of Brest State Technical University

Section

Economics

License

Copyright (c) 2024 Vestnik of Brest State Technical University

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The authors retain the right to enter into certain contractual agreements relating to the non-exclusive distribution of the published version of the work (e.g. post it on the institutional repository, publication in the book), with the reference to its original publication in this journal.