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Development of the University Image Positioning Methods in the Context of its Marketing Strategy

Baturina O.E., Erokhina T.B., Fedko V.P. and Shaginyan S.G.

International Journal of Economics & Business Administration (IJEBA), 2019, vol. VII, issue Special 2, 309-316

Abstract: Purpose: The note aims to study the steps actions algorithm in the positioning of university image, based on the method of using official media sites and searching systems and social networks. Design/Methodology/Approach: Today in the digital economy, higher educational establishments should take advantage of the opportunities arising from the involvement of the digital infrastructure in the process of their functioning. The positioning of an existing service or product usually takes the form of repositioning. The basis of the methodic apparatus of this study is the method of using official media sites and searching systems and social networks, which is used in the preparation of the steps algorithm in the university’s image positioning. Findings: The steps algorithm in the university image positioning is based on the method of using official media sites and searching systems and social networks. This method is developed by the authors and substantiated for the implementation in the sphere of higher educational establishments. Practical implications: In practice, we are talking about the formation of a mechanism function to provide the basic steps necessary to build an algorithm of the higher educational establishment image positioning. Originality/value: The concept "positioning" is the most often associated with persons (politicians, "stars") and companies engaged in the production or promotion of goods or services and positioning themselves to create their image, but not about the university positioning.

Keywords: Positioning; university image; marketing research; rating of universities; report. (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2019
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