Nowadays, sport is an independent industry that has its own principles of functioning, characteri... more Nowadays, sport is an independent industry that has its own principles of functioning, characterized by the specifics of the stages of development, therefore, the isolation of sports marketing as a set of measures to promote individual sports, sports events, and brands through the field of sports is quite understandable. The decrease in the effectiveness of traditional approaches in marketing creates a need to find new tools for promoting sports products. Approaches to understanding the sports industry and sports marketing are analyzed, the author’s interpretation of these terms is given. The intensive consolidation of competition in the sports market actualizes the role of marketing activations implemented by its subjects. The direction of community marketing in the field of sports attracts attention. It was revealed that communities are a platform where members can make new acquaintances among like-minded people. The current trends in community marketing in relation to various are...
We consider the current formats of career guidance work, which, firstly, are focused on solving t... more We consider the current formats of career guidance work, which, firstly, are focused on solving the problem of attracting applicants to universities, secondly, take into account the interests of students and contribute to conscious professional self-determination, and thirdly, take into account the labor market situation. The solution of these problems is possible as a result of the systematic organization of career guidance, the key subject of which is the university, while ensuring interaction in the triad “school – university – employer”. Within the framework of the university, career guidance work can be of a tiered nature and be carried out at the level of an educational program, department, institute/faculty, university. Domestic and foreign experience indicates the need to increase the depth of career guidance work, which is facilitated by the format of the “kids university”, in which students of primary and secondary schools get acquainted with professional areas. One of the...
The study is devoted to topical issues and the potential of using event-based brand promotion in ... more The study is devoted to topical issues and the potential of using event-based brand promotion in competitive markets. The idea of promoting brands, products and services through special events is not new. This direction has been repeatedly considered from different positions in line with various marketing philosophies (atmospheric marketing, impression marketing, emotional marketing, engagement marketing, etc.). The event marketing market showed a decline in 2020–2021. against the background of the coronavirus pandemic, which, in turn, set the trend for the development of digital special events, and later hybrid ones. The following issues are on the agenda of theorists and practitioners: a) defining criteria for evaluating the effectiveness of special events; b) assessing the prospects of digital and hybrid special events; c) the use of event marketing in the context of promoting brands of organizations in the socio-cultural sphere, territorial brands; d) increasing the involvement ...
Cтатья посвящена отдельным аспектам диахронического анализа вузовской периодики в целях определен... more Cтатья посвящена отдельным аспектам диахронического анализа вузовской периодики в целях определения спектра задач, решаемых вузовскими газетами и журналами в 1920-50-хх гг. Значение общевузовских газет и журналов, а также стенных газет факультетов, курсов, общежитий, наглядно прослеживается в критических материалах университетских изданий того времени. В них обозначаются задачи изданий, связанные с политической пропагандой, реализацией воспитательной и регулирующей функций, отражением научной и учебной деятельности вуза; говорится о чрезмерной «слащавости» отдельных материалов, о необходимости обсуждения конкретных проблем функционирования вуза и работы коллектива, нередко указывается на недостатки художественного оформления изданий.
We define the role of corporate media as a fundamental element of the university’s media and univ... more We define the role of corporate media as a fundamental element of the university’s media and universe in shaping its image. We identify the problem of building the university’s image, which in modern conditions is forced to compete in specialized markets (markets of applicants, labor, reputations, etc.) in a global context. We consider the existing approaches to the interpretation of the category “university’s image”. The image in relation to a higher educational institution in this study is considered as a set of the most striking characteristics of an educational institution that distinguish it from competitors. There are 4 components in the structure of the university’s image: internal image, regional image, national image, international image. The materials of corporate publications of universities in recent years illustrate each of these components of the considered image structure. As examples, we cite materials from corporate publications of NUST MISIS, Tomsk State University...
Modern universities function in a highly competitive environment (for applicants, for teachers an... more Modern universities function in a highly competitive environment (for applicants, for teachers and scientists, for funds from various sources, etc.). In the context of globalization, competition is reaching the global level even for regional universities. Competition is also treated as a struggle for attention of different target audience segments. Corporate culture of an educational institution, a positive image and a recognizable brand are understood as additional competitive advantages. Universities are actively turning to marketing communications tools as well as modern marketing concepts that have proven their performance in the commercial sector. The latest marketing concepts focus attention on orientation customer, ensuring a long-term and mutually beneficial relationship between customers and brand. In particular, the concept of experience marketing emphasizes the need to establish a strong emotional connection between brand of educational institution and its audience. Another area, applicable to the field of the higher education and educational services promotion, is related to the management of customer experience, which is formed on the basis of various "points of contact" between brand and its audience. In connection with the mediatization of university's activities and strengthening of its presence in social networks, another important direction is the brand reputation management of educational institution.
Tambov University Review. Series: Humanities, 2021
The monograph under review presents a five-year experience of building and functioning of a model... more The monograph under review presents a five-year experience of building and functioning of a model of organizing scholars’ research at the Derzhavin Tambov State University. The problem areas of the development of scholars’ research in a classical university indicated in the work are accompanied by proposals for overcoming them. The goals and objectives of the development of scholars’ research in a classical university are outlined. The level model and the main vectors of development of scholars’ research in a classical university, theoretical foundations for the development of the mentoring institute, goals and objectives of the development of the univer-sity-wide student research society are developed. A description of the most striking projects of student self-government in the research area “School of Competencies”, “Youth Entrepreneurship” and “I Want to Be a Post-Graduate Student” aimed at attracting students to research and innovation activities is given. This monograph is a p...
Tambov University Review. Series: Humanities, 2019
We consider the aspects of experiential marketing development as a marketing philosophy. The dire... more We consider the aspects of experiential marketing development as a marketing philosophy. The direction of experiential marketing was developed in line with experience economy. The concept is based on the thesis that a product or service purchase is accompanied by the impressions formation from the purchase process, and the nature of these impressions determines the consumers’loyalty to the brand of the company that offers goods or services. Experiential marketing develops at the junction of relationship marketing, emotional marketing, event marketing and show marketing. Experiential marketing is designed to make the process of purchasing a product or service more personalized. Experiential marketing began to be applied in areas related to sales of impression (hotel, restaurant business, etc.). The idea of marketing is used in the process of promoting university educational services. We cover the event promotion cases of Derzhavin Tambov State University, the essence of which reflect...
Tambov University Review. Series: Humanities, 2018
Universities in modern conditions operate in the educational services market, which is characteri... more Universities in modern conditions operate in the educational services market, which is characterized by intense competition. This competition covers various areas: competition for applicants, highly-qualified employees, funds from various sources, including in the form of grant support. Competition forces universities to search for additional competitive advantages, which include the image, a strong brand of the institution. In recent years the specialists’ attention is paid to the university reputation, which largely depends on the choice of the target audience. The concept of university reputation is considered, the main reputation effects are characterized, vision of university reputation management features is presented. With the development of the Internet as a world of social networks the character of reputation information in the online environment has particular importance, which is associated with the scope and speed of its dissemination. Managing reputation in this area is...
We considered modern problems of career guidance at the university. Competition between universit... more We considered modern problems of career guidance at the university. Competition between universities for applicants (both quantitative and qualitative) makes it necessary to review the content of career guidance work. Universities have to become a center for career guidance with schoolchildren along with other interested persons (parents, employers, school). As a basis, we considered a level model of career guidance work (career guidance at the level of a university, institute/faculty, department, training/educational program directions), focused attention on the level of the educational program. We described the experience of career guidance work in “Advertising and Public Relations” Programme at Derzhavin Tambov State University. Students of schools and colleges are offered the project "School of the Young Advertiser", offering lectures and master classes from teachers and practitioners aimed at popularizing the professional areas of the advertiser and public relations s...
The study is devoted to the problem of transforming the content of career guidance of school stud... more The study is devoted to the problem of transforming the content of career guidance of school students in the current conditions in connection with the existing contradictions. The career guidance work of universities is associated both with solving the problem of recruiting applicants and with fulfilling the mission of the key subject of career guidance for students along with the school and employers. Conscious professional self-identification of school students at the present stage is possible due to the concerned position of these actors. Schools should be interested in their graduates choosing the optimal path for further education, the university is interested in obtaining a highly motivated applicant, employers interested in a specialist who is ready to adapt to work. The main components of career guidance at the school and university levels are presented. Career guidance should be systemic, including at the level of the educational organization. Derzhavin Tambov State Univers...
The authors conducted the study of electronic referendum system of the Moscow government "Ac... more The authors conducted the study of electronic referendum system of the Moscow government "Active Citizen" in order to determine the possibilities of gamification use on the platforms for civil participation, the influence of game mechanics on the civic activity of Russians. The methods of research were the following ones: qualitative analysis of "Active citizen" user feedback, presented on the official Internet portal, as well as user interviews (N = 30). The interview allowed to reveal the motivational attitudes of the respondents' representation on the platform "Active citizen", to evaluate the key parameters of the civil activity platform functioning and the elements of gamification. The result of the study determined that the civil platform creates an opportunity to discuss some important issues for the city. However, with the observation of democratic procedure appearance, there is the substitution of real participation in the state management ...
Современные университеты конкурируют за абитуриентов, квалифицированных сотрудников,
привлечение ... more Современные университеты конкурируют за абитуриентов, квалифицированных сотрудников, привлечение средств из внешних источников. Самостоятельным направлением выступает конкуренция на уровне репутации, имиджа университета. В условиях усиливающейся конкуренции университеты вынуждены вести поиск эффективных инструментов продвижения своего бренда на локальных и глобальных рынках образовательных услуг. Традиционные инструменты продвижения не всегда демонстрируют необходимую эффективность. В настоящей статье рассматриваются особенности событийной коммуникации (событийного маркетинга) как потенциально эффективного инструмента продвижения бренда университета и предлагаемых им услуг. В качестве примера реализации мероприятий событийного продвижения рассматривается серия мероприятий в рамках «Недели рекламы», которая традиционно проводится на базе Тамбовского государственного университета им. Г.Р. Державина. «Неделя рекламы» ориентирована как на внутреннюю, так и на внешнюю аудиторию. В качестве отдельного специального события рассматривается продвижение посредством флешмоба.
Modern universities compete for students, skilled workers, fundraising from external sources. The competition on reputation and university image level is an independent direction of competition. In conditions of increasing competition universities are forced to search for effective tools to promote their brands on local and global markets of educational services. Traditional tools of promotion do not always show the necessary efficiency. This article focuses attention on event communication (event marketing) as a potentially effective tool for university brand promotion and services offered. A series of events within “Advertising Week” are described as an example of events promotion. “Advertising Week” is traditionally held on the basis of Tambov State University named after G.R. Derzhavin. “Advertising Week” is focused on both internal and external audience. Flash mob is considered as a separate special event for university brand promotion.
Рассматривается проблема формирования бренда университета, который может выступать преимуществом ... more Рассматривается проблема формирования бренда университета, который может выступать преимуществом в условиях глобальной конкуренции. Глобальная конкуренция связана с привлечением
абитуриентов и высококвалифицированных сотрудников, аккумуляцией средств из различных источников, соперничеством на уровне репутации / бренда. Представлены основные трактовки понятия
«бренд университета». В качестве концептуальной основы построения бренда университета приведена модель университета, предполагающая определенное ценностное наполнение и конфигурацию
ценностей. Определенным потенциалом в построении бренда университета обладает модель инновационного университета, отражающая ожидания общества и бизнеса. Новые функции университета
транслируются через ценности бренда. К ключевым ценностям бренда, построенного на идее инновационного университета, относят предпринимательскую деятельность, коммерциализацию, сильную
корпоративную культуру и т. д.
The global сcompetition is connected with enrollment of students and highly-qualified staff, accumulation of funds from various sources, rivalry on the level of reputation / brand. The basic definitions of the term “university brand” are analyzed. The university model which assumes certain value content and configuration of values is seen as a conceptual framework for university brand building. The model of innovative university reflecting expectations of society and business has certain potential in university brand building. New university functions are translated through brand values. The key values of the brand, based on the idea of an innovative university, include entrepreneurship, commercialization, strong corporate culture, etc.
В условиях глобализации изменяется роль университета в современном обществе, что вызвало необходи... more В условиях глобализации изменяется роль университета в современном обществе, что вызвало необходимость пересмотра его миссии, формулировки новой идеи университета. В настоящей статье рассмотрены особенности формирования теории академической культуры в рамках идеи университета как центра знаний, науки и культуры. На основе работ В. Гумбольдта, К. Ясперса, Х. Ортеги-и-Гассета показано изменение этих ценностей и их соотношение в средневековом, классическом и массовом университете.
В условиях глобализации изменяется роль университета в современном обществе, что вызвало необходи... more В условиях глобализации изменяется роль университета в современном обществе, что вызвало необходимость пересмотра его миссии, формулировки новой идеи университета. В настоящей статье рассмотрены особенности формирования теории академической культуры в рамках идеи университета как центра знаний, науки и культуры. На основе работ В. Гумбольдта, К. Ясперса, Х. Ортеги-и-Гассета показано изменение этих ценностей и их соотношение в средневековом, классическом и массовом университете.
Статья посвящена проблеме трансформации академической культуры университета в корпоративную под в... more Статья посвящена проблеме трансформации академической культуры университета в корпоративную под влиянием социокультурных изменений внутренней и внешней среды современного высшего образования. Определены основные элементы структуры академической культуры современного
университета (институциональный, академический менеджмент, академическая общественность), ее
влияние на формирование корпоративной политики.
Ключевые слова: академическая культура; корпоративная культура; ценности; высшее образование; университет; архитектура корпоративной культуры.
The article is devoted to the problem of transformation of university’s academic culture into corporate under the influence
of sociocultural changes of inner and external environment of modern high education. The main elements of structure of
academic culture of modern university (institutional, academic management, academic community), its influence on formation
of corporate policy are determined.
Nowadays, sport is an independent industry that has its own principles of functioning, characteri... more Nowadays, sport is an independent industry that has its own principles of functioning, characterized by the specifics of the stages of development, therefore, the isolation of sports marketing as a set of measures to promote individual sports, sports events, and brands through the field of sports is quite understandable. The decrease in the effectiveness of traditional approaches in marketing creates a need to find new tools for promoting sports products. Approaches to understanding the sports industry and sports marketing are analyzed, the author’s interpretation of these terms is given. The intensive consolidation of competition in the sports market actualizes the role of marketing activations implemented by its subjects. The direction of community marketing in the field of sports attracts attention. It was revealed that communities are a platform where members can make new acquaintances among like-minded people. The current trends in community marketing in relation to various are...
We consider the current formats of career guidance work, which, firstly, are focused on solving t... more We consider the current formats of career guidance work, which, firstly, are focused on solving the problem of attracting applicants to universities, secondly, take into account the interests of students and contribute to conscious professional self-determination, and thirdly, take into account the labor market situation. The solution of these problems is possible as a result of the systematic organization of career guidance, the key subject of which is the university, while ensuring interaction in the triad “school – university – employer”. Within the framework of the university, career guidance work can be of a tiered nature and be carried out at the level of an educational program, department, institute/faculty, university. Domestic and foreign experience indicates the need to increase the depth of career guidance work, which is facilitated by the format of the “kids university”, in which students of primary and secondary schools get acquainted with professional areas. One of the...
The study is devoted to topical issues and the potential of using event-based brand promotion in ... more The study is devoted to topical issues and the potential of using event-based brand promotion in competitive markets. The idea of promoting brands, products and services through special events is not new. This direction has been repeatedly considered from different positions in line with various marketing philosophies (atmospheric marketing, impression marketing, emotional marketing, engagement marketing, etc.). The event marketing market showed a decline in 2020–2021. against the background of the coronavirus pandemic, which, in turn, set the trend for the development of digital special events, and later hybrid ones. The following issues are on the agenda of theorists and practitioners: a) defining criteria for evaluating the effectiveness of special events; b) assessing the prospects of digital and hybrid special events; c) the use of event marketing in the context of promoting brands of organizations in the socio-cultural sphere, territorial brands; d) increasing the involvement ...
Cтатья посвящена отдельным аспектам диахронического анализа вузовской периодики в целях определен... more Cтатья посвящена отдельным аспектам диахронического анализа вузовской периодики в целях определения спектра задач, решаемых вузовскими газетами и журналами в 1920-50-хх гг. Значение общевузовских газет и журналов, а также стенных газет факультетов, курсов, общежитий, наглядно прослеживается в критических материалах университетских изданий того времени. В них обозначаются задачи изданий, связанные с политической пропагандой, реализацией воспитательной и регулирующей функций, отражением научной и учебной деятельности вуза; говорится о чрезмерной «слащавости» отдельных материалов, о необходимости обсуждения конкретных проблем функционирования вуза и работы коллектива, нередко указывается на недостатки художественного оформления изданий.
We define the role of corporate media as a fundamental element of the university’s media and univ... more We define the role of corporate media as a fundamental element of the university’s media and universe in shaping its image. We identify the problem of building the university’s image, which in modern conditions is forced to compete in specialized markets (markets of applicants, labor, reputations, etc.) in a global context. We consider the existing approaches to the interpretation of the category “university’s image”. The image in relation to a higher educational institution in this study is considered as a set of the most striking characteristics of an educational institution that distinguish it from competitors. There are 4 components in the structure of the university’s image: internal image, regional image, national image, international image. The materials of corporate publications of universities in recent years illustrate each of these components of the considered image structure. As examples, we cite materials from corporate publications of NUST MISIS, Tomsk State University...
Modern universities function in a highly competitive environment (for applicants, for teachers an... more Modern universities function in a highly competitive environment (for applicants, for teachers and scientists, for funds from various sources, etc.). In the context of globalization, competition is reaching the global level even for regional universities. Competition is also treated as a struggle for attention of different target audience segments. Corporate culture of an educational institution, a positive image and a recognizable brand are understood as additional competitive advantages. Universities are actively turning to marketing communications tools as well as modern marketing concepts that have proven their performance in the commercial sector. The latest marketing concepts focus attention on orientation customer, ensuring a long-term and mutually beneficial relationship between customers and brand. In particular, the concept of experience marketing emphasizes the need to establish a strong emotional connection between brand of educational institution and its audience. Another area, applicable to the field of the higher education and educational services promotion, is related to the management of customer experience, which is formed on the basis of various "points of contact" between brand and its audience. In connection with the mediatization of university's activities and strengthening of its presence in social networks, another important direction is the brand reputation management of educational institution.
Tambov University Review. Series: Humanities, 2021
The monograph under review presents a five-year experience of building and functioning of a model... more The monograph under review presents a five-year experience of building and functioning of a model of organizing scholars’ research at the Derzhavin Tambov State University. The problem areas of the development of scholars’ research in a classical university indicated in the work are accompanied by proposals for overcoming them. The goals and objectives of the development of scholars’ research in a classical university are outlined. The level model and the main vectors of development of scholars’ research in a classical university, theoretical foundations for the development of the mentoring institute, goals and objectives of the development of the univer-sity-wide student research society are developed. A description of the most striking projects of student self-government in the research area “School of Competencies”, “Youth Entrepreneurship” and “I Want to Be a Post-Graduate Student” aimed at attracting students to research and innovation activities is given. This monograph is a p...
Tambov University Review. Series: Humanities, 2019
We consider the aspects of experiential marketing development as a marketing philosophy. The dire... more We consider the aspects of experiential marketing development as a marketing philosophy. The direction of experiential marketing was developed in line with experience economy. The concept is based on the thesis that a product or service purchase is accompanied by the impressions formation from the purchase process, and the nature of these impressions determines the consumers’loyalty to the brand of the company that offers goods or services. Experiential marketing develops at the junction of relationship marketing, emotional marketing, event marketing and show marketing. Experiential marketing is designed to make the process of purchasing a product or service more personalized. Experiential marketing began to be applied in areas related to sales of impression (hotel, restaurant business, etc.). The idea of marketing is used in the process of promoting university educational services. We cover the event promotion cases of Derzhavin Tambov State University, the essence of which reflect...
Tambov University Review. Series: Humanities, 2018
Universities in modern conditions operate in the educational services market, which is characteri... more Universities in modern conditions operate in the educational services market, which is characterized by intense competition. This competition covers various areas: competition for applicants, highly-qualified employees, funds from various sources, including in the form of grant support. Competition forces universities to search for additional competitive advantages, which include the image, a strong brand of the institution. In recent years the specialists’ attention is paid to the university reputation, which largely depends on the choice of the target audience. The concept of university reputation is considered, the main reputation effects are characterized, vision of university reputation management features is presented. With the development of the Internet as a world of social networks the character of reputation information in the online environment has particular importance, which is associated with the scope and speed of its dissemination. Managing reputation in this area is...
We considered modern problems of career guidance at the university. Competition between universit... more We considered modern problems of career guidance at the university. Competition between universities for applicants (both quantitative and qualitative) makes it necessary to review the content of career guidance work. Universities have to become a center for career guidance with schoolchildren along with other interested persons (parents, employers, school). As a basis, we considered a level model of career guidance work (career guidance at the level of a university, institute/faculty, department, training/educational program directions), focused attention on the level of the educational program. We described the experience of career guidance work in “Advertising and Public Relations” Programme at Derzhavin Tambov State University. Students of schools and colleges are offered the project "School of the Young Advertiser", offering lectures and master classes from teachers and practitioners aimed at popularizing the professional areas of the advertiser and public relations s...
The study is devoted to the problem of transforming the content of career guidance of school stud... more The study is devoted to the problem of transforming the content of career guidance of school students in the current conditions in connection with the existing contradictions. The career guidance work of universities is associated both with solving the problem of recruiting applicants and with fulfilling the mission of the key subject of career guidance for students along with the school and employers. Conscious professional self-identification of school students at the present stage is possible due to the concerned position of these actors. Schools should be interested in their graduates choosing the optimal path for further education, the university is interested in obtaining a highly motivated applicant, employers interested in a specialist who is ready to adapt to work. The main components of career guidance at the school and university levels are presented. Career guidance should be systemic, including at the level of the educational organization. Derzhavin Tambov State Univers...
The authors conducted the study of electronic referendum system of the Moscow government "Ac... more The authors conducted the study of electronic referendum system of the Moscow government "Active Citizen" in order to determine the possibilities of gamification use on the platforms for civil participation, the influence of game mechanics on the civic activity of Russians. The methods of research were the following ones: qualitative analysis of "Active citizen" user feedback, presented on the official Internet portal, as well as user interviews (N = 30). The interview allowed to reveal the motivational attitudes of the respondents' representation on the platform "Active citizen", to evaluate the key parameters of the civil activity platform functioning and the elements of gamification. The result of the study determined that the civil platform creates an opportunity to discuss some important issues for the city. However, with the observation of democratic procedure appearance, there is the substitution of real participation in the state management ...
Современные университеты конкурируют за абитуриентов, квалифицированных сотрудников,
привлечение ... more Современные университеты конкурируют за абитуриентов, квалифицированных сотрудников, привлечение средств из внешних источников. Самостоятельным направлением выступает конкуренция на уровне репутации, имиджа университета. В условиях усиливающейся конкуренции университеты вынуждены вести поиск эффективных инструментов продвижения своего бренда на локальных и глобальных рынках образовательных услуг. Традиционные инструменты продвижения не всегда демонстрируют необходимую эффективность. В настоящей статье рассматриваются особенности событийной коммуникации (событийного маркетинга) как потенциально эффективного инструмента продвижения бренда университета и предлагаемых им услуг. В качестве примера реализации мероприятий событийного продвижения рассматривается серия мероприятий в рамках «Недели рекламы», которая традиционно проводится на базе Тамбовского государственного университета им. Г.Р. Державина. «Неделя рекламы» ориентирована как на внутреннюю, так и на внешнюю аудиторию. В качестве отдельного специального события рассматривается продвижение посредством флешмоба.
Modern universities compete for students, skilled workers, fundraising from external sources. The competition on reputation and university image level is an independent direction of competition. In conditions of increasing competition universities are forced to search for effective tools to promote their brands on local and global markets of educational services. Traditional tools of promotion do not always show the necessary efficiency. This article focuses attention on event communication (event marketing) as a potentially effective tool for university brand promotion and services offered. A series of events within “Advertising Week” are described as an example of events promotion. “Advertising Week” is traditionally held on the basis of Tambov State University named after G.R. Derzhavin. “Advertising Week” is focused on both internal and external audience. Flash mob is considered as a separate special event for university brand promotion.
Рассматривается проблема формирования бренда университета, который может выступать преимуществом ... more Рассматривается проблема формирования бренда университета, который может выступать преимуществом в условиях глобальной конкуренции. Глобальная конкуренция связана с привлечением
абитуриентов и высококвалифицированных сотрудников, аккумуляцией средств из различных источников, соперничеством на уровне репутации / бренда. Представлены основные трактовки понятия
«бренд университета». В качестве концептуальной основы построения бренда университета приведена модель университета, предполагающая определенное ценностное наполнение и конфигурацию
ценностей. Определенным потенциалом в построении бренда университета обладает модель инновационного университета, отражающая ожидания общества и бизнеса. Новые функции университета
транслируются через ценности бренда. К ключевым ценностям бренда, построенного на идее инновационного университета, относят предпринимательскую деятельность, коммерциализацию, сильную
корпоративную культуру и т. д.
The global сcompetition is connected with enrollment of students and highly-qualified staff, accumulation of funds from various sources, rivalry on the level of reputation / brand. The basic definitions of the term “university brand” are analyzed. The university model which assumes certain value content and configuration of values is seen as a conceptual framework for university brand building. The model of innovative university reflecting expectations of society and business has certain potential in university brand building. New university functions are translated through brand values. The key values of the brand, based on the idea of an innovative university, include entrepreneurship, commercialization, strong corporate culture, etc.
В условиях глобализации изменяется роль университета в современном обществе, что вызвало необходи... more В условиях глобализации изменяется роль университета в современном обществе, что вызвало необходимость пересмотра его миссии, формулировки новой идеи университета. В настоящей статье рассмотрены особенности формирования теории академической культуры в рамках идеи университета как центра знаний, науки и культуры. На основе работ В. Гумбольдта, К. Ясперса, Х. Ортеги-и-Гассета показано изменение этих ценностей и их соотношение в средневековом, классическом и массовом университете.
В условиях глобализации изменяется роль университета в современном обществе, что вызвало необходи... more В условиях глобализации изменяется роль университета в современном обществе, что вызвало необходимость пересмотра его миссии, формулировки новой идеи университета. В настоящей статье рассмотрены особенности формирования теории академической культуры в рамках идеи университета как центра знаний, науки и культуры. На основе работ В. Гумбольдта, К. Ясперса, Х. Ортеги-и-Гассета показано изменение этих ценностей и их соотношение в средневековом, классическом и массовом университете.
Статья посвящена проблеме трансформации академической культуры университета в корпоративную под в... more Статья посвящена проблеме трансформации академической культуры университета в корпоративную под влиянием социокультурных изменений внутренней и внешней среды современного высшего образования. Определены основные элементы структуры академической культуры современного
университета (институциональный, академический менеджмент, академическая общественность), ее
влияние на формирование корпоративной политики.
Ключевые слова: академическая культура; корпоративная культура; ценности; высшее образование; университет; архитектура корпоративной культуры.
The article is devoted to the problem of transformation of university’s academic culture into corporate under the influence
of sociocultural changes of inner and external environment of modern high education. The main elements of structure of
academic culture of modern university (institutional, academic management, academic community), its influence on formation
of corporate policy are determined.
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Papers by Andrey Prokhorov
привлечение средств из внешних источников. Самостоятельным направлением выступает конкуренция на уровне репутации, имиджа университета. В условиях усиливающейся конкуренции университеты вынуждены вести поиск эффективных инструментов продвижения своего бренда на локальных и глобальных рынках образовательных услуг. Традиционные инструменты продвижения не всегда демонстрируют необходимую эффективность. В настоящей статье рассматриваются особенности событийной коммуникации (событийного маркетинга) как потенциально эффективного инструмента продвижения бренда университета и предлагаемых им услуг. В качестве примера реализации мероприятий событийного продвижения рассматривается серия мероприятий в рамках «Недели рекламы», которая традиционно проводится на базе Тамбовского государственного университета им. Г.Р. Державина. «Неделя рекламы» ориентирована как на внутреннюю, так и на внешнюю аудиторию. В качестве отдельного специального события рассматривается продвижение посредством флешмоба.
Modern universities compete for students, skilled workers, fundraising from external sources. The competition on reputation and university image level is an independent direction of competition. In conditions of increasing competition universities are forced to search for effective tools to promote their brands on local and global markets of educational services. Traditional tools of promotion do not always show the necessary efficiency. This article focuses attention on event communication (event marketing) as a potentially effective tool for university brand promotion and services offered. A series of events within “Advertising Week” are described as an example of events promotion. “Advertising Week” is traditionally held on the basis of Tambov State University named after G.R. Derzhavin. “Advertising Week” is focused on both internal and external audience. Flash mob is considered as a separate special event for university brand promotion.
абитуриентов и высококвалифицированных сотрудников, аккумуляцией средств из различных источников, соперничеством на уровне репутации / бренда. Представлены основные трактовки понятия
«бренд университета». В качестве концептуальной основы построения бренда университета приведена модель университета, предполагающая определенное ценностное наполнение и конфигурацию
ценностей. Определенным потенциалом в построении бренда университета обладает модель инновационного университета, отражающая ожидания общества и бизнеса. Новые функции университета
транслируются через ценности бренда. К ключевым ценностям бренда, построенного на идее инновационного университета, относят предпринимательскую деятельность, коммерциализацию, сильную
корпоративную культуру и т. д.
The global сcompetition is connected with enrollment of students and highly-qualified staff, accumulation of funds from various sources, rivalry on the level of reputation / brand. The basic definitions of the term “university brand” are analyzed. The university model which assumes certain value content and configuration of values is seen as a conceptual framework for university brand building. The model of innovative university reflecting expectations of society and business has certain potential in university brand building. New university functions are translated through brand values. The key values of the brand, based on the idea of an innovative university, include entrepreneurship, commercialization, strong corporate culture, etc.
пересмотра его миссии, формулировки новой идеи университета. В настоящей статье рассмотрены особенности формирования теории академической культуры в рамках идеи университета как центра знаний, науки и культуры.
На основе работ В. Гумбольдта, К. Ясперса, Х. Ортеги-и-Гассета показано изменение этих ценностей и их соотношение в средневековом, классическом и массовом университете.
университета (институциональный, академический менеджмент, академическая общественность), ее
влияние на формирование корпоративной политики.
Ключевые слова: академическая культура; корпоративная культура; ценности; высшее образование; университет; архитектура корпоративной культуры.
The article is devoted to the problem of transformation of university’s academic culture into corporate under the influence
of sociocultural changes of inner and external environment of modern high education. The main elements of structure of
academic culture of modern university (institutional, academic management, academic community), its influence on formation
of corporate policy are determined.
привлечение средств из внешних источников. Самостоятельным направлением выступает конкуренция на уровне репутации, имиджа университета. В условиях усиливающейся конкуренции университеты вынуждены вести поиск эффективных инструментов продвижения своего бренда на локальных и глобальных рынках образовательных услуг. Традиционные инструменты продвижения не всегда демонстрируют необходимую эффективность. В настоящей статье рассматриваются особенности событийной коммуникации (событийного маркетинга) как потенциально эффективного инструмента продвижения бренда университета и предлагаемых им услуг. В качестве примера реализации мероприятий событийного продвижения рассматривается серия мероприятий в рамках «Недели рекламы», которая традиционно проводится на базе Тамбовского государственного университета им. Г.Р. Державина. «Неделя рекламы» ориентирована как на внутреннюю, так и на внешнюю аудиторию. В качестве отдельного специального события рассматривается продвижение посредством флешмоба.
Modern universities compete for students, skilled workers, fundraising from external sources. The competition on reputation and university image level is an independent direction of competition. In conditions of increasing competition universities are forced to search for effective tools to promote their brands on local and global markets of educational services. Traditional tools of promotion do not always show the necessary efficiency. This article focuses attention on event communication (event marketing) as a potentially effective tool for university brand promotion and services offered. A series of events within “Advertising Week” are described as an example of events promotion. “Advertising Week” is traditionally held on the basis of Tambov State University named after G.R. Derzhavin. “Advertising Week” is focused on both internal and external audience. Flash mob is considered as a separate special event for university brand promotion.
абитуриентов и высококвалифицированных сотрудников, аккумуляцией средств из различных источников, соперничеством на уровне репутации / бренда. Представлены основные трактовки понятия
«бренд университета». В качестве концептуальной основы построения бренда университета приведена модель университета, предполагающая определенное ценностное наполнение и конфигурацию
ценностей. Определенным потенциалом в построении бренда университета обладает модель инновационного университета, отражающая ожидания общества и бизнеса. Новые функции университета
транслируются через ценности бренда. К ключевым ценностям бренда, построенного на идее инновационного университета, относят предпринимательскую деятельность, коммерциализацию, сильную
корпоративную культуру и т. д.
The global сcompetition is connected with enrollment of students and highly-qualified staff, accumulation of funds from various sources, rivalry on the level of reputation / brand. The basic definitions of the term “university brand” are analyzed. The university model which assumes certain value content and configuration of values is seen as a conceptual framework for university brand building. The model of innovative university reflecting expectations of society and business has certain potential in university brand building. New university functions are translated through brand values. The key values of the brand, based on the idea of an innovative university, include entrepreneurship, commercialization, strong corporate culture, etc.
пересмотра его миссии, формулировки новой идеи университета. В настоящей статье рассмотрены особенности формирования теории академической культуры в рамках идеи университета как центра знаний, науки и культуры.
На основе работ В. Гумбольдта, К. Ясперса, Х. Ортеги-и-Гассета показано изменение этих ценностей и их соотношение в средневековом, классическом и массовом университете.
университета (институциональный, академический менеджмент, академическая общественность), ее
влияние на формирование корпоративной политики.
Ключевые слова: академическая культура; корпоративная культура; ценности; высшее образование; университет; архитектура корпоративной культуры.
The article is devoted to the problem of transformation of university’s academic culture into corporate under the influence
of sociocultural changes of inner and external environment of modern high education. The main elements of structure of
academic culture of modern university (institutional, academic management, academic community), its influence on formation
of corporate policy are determined.