University and place branding Cover Image

University and place branding
University and place branding

The case of universities located in ECC (European Capital of Culture) cities

Author(s): Gábor Rekettye, Gyöngyi Pozsgai
Subject(s): Marketing / Advertising, Human Resources in Economy
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: University branding; place branding; European Capital of Culture; cross marketing; student enrolment;

Summary/Abstract: In the globalising landscape of higher education more and more universities are going international. These universities are facing growing competition, especially in enrolling international students. International competition forces them to use marketing and especially branding activity. University branding requires that the higher education institutions clearly define their differentiating features. One of the most important differentiating features is the place where the institution is located. University and place branding should work together to help the potential students in their decisions to choose the place of their study. The ECC (European Capital of Culture) program which started in 1985 has helped many cities to identify their values and to develop their place branding activities. The study examines how the European Capital of Culture designation of the city helped the marketing activities of the universities located in these cities. The study attempts to explore to what extent universities located in ECCs used this special feature of their cities in their international marketing communication. The paper also attempts to analyse the effects the European Capital of Culture title could have on the international student enrolment activity of the concerned universities.

  • Issue Year: 28/2015
  • Issue No: S
  • Page Range: 13-24
  • Page Count: 12
  • Language: English