THE IMPORTANCE OF BRAND AT THE PUBLIC UNIVERSITY
THE IMPORTANCE OF BRAND AT THE PUBLIC UNIVERSITY
Author(s): Roman Kozel, Michal Vaněk, Petr OčkoSubject(s): Media studies, School education, Higher Education , Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand value; events; institute; marketing; marketing communication; marketing research; references; student;
Summary/Abstract: Decrease in the number of candidates, who want to study at universities, causes the need of marketing procedures being implemented into the management processes of universities, faculties as well as individual working places. At the times when the offer of the university studies greatly exceeds the actual demand, the most important seems to be positive references and a good name of the individual workplace. The value of the good name or more precisely of a brand and marketing procedures linked to building it may represent a significant competitive tool on the tertiary education market. The aim of this article is to present a specific marketing approach towards the brand building demonstrated on the example of the Institute of Economics and Management Systems of Faculty of Mining and Geologyof VSB – TU Ostrava. In particular, the authors will present the outcomes of the research focusing on target groups and organisation of the institute’s events.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 163-174
- Page Count: 12
- Language: English