Increasing Academic Brand Awareness through Virtual Reality

Alexandru Capatina (), George Cristian Schin () and Dumitru Rusu ()
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Alexandru Capatina: Dunarea de Jos University of Galati, Romania
George Cristian Schin: Dunarea de Jos University of Galati, Romania
Dumitru Rusu: Brandvertising Media, Romania

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2017, vol. 18, issue 2, 171-182

Abstract: In the global campus, Virtual Realities not only produce student-generated information and ideas, but they improve collaboration within and between the triple helix components: academic staff, students and employers. Using virtual reality (VR) technology, students will be able to be more prepared when they hit the real economy. Since technology is moving at a fast pace, it is time for universities to acknowledge VR technology use in view to increase their brand awareness and attract more prospective students. The aim of the paper is twofold. Firstly, it emphasizes the benefits of the VR application implemented within Dunarea de Jos University of Galati, the unique initiative in Romanian higher education system. Secondly, it attempts to identify the VR technology capabilities to increase the academic brand awareness in the internationalization strategies through a quantitative survey on professional networks, such ResearchGate and Academia.edu. We discuss the results to highlight the VR technology’s pivotal role in bridging the gaps between the methods to give lectures and worldwide students’ expectations to learn in a more entertaining way.

Keywords: virtual reality; augmented reality; higher education; virtual tours; active learning. (search for similar items in EconPapers)
JEL-codes: D80 M15 M31 (search for similar items in EconPapers)
Date: 2017
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