Title: Use of Integrated Marketing Communications in Promotion of Higher Education Institutions in Russia
Abstract:The paper deals with problem of use of integrated marketing communications in promotion of higher education institutions in Russia. We justified the need of use the concept of integrated marketing com...The paper deals with problem of use of integrated marketing communications in promotion of higher education institutions in Russia. We justified the need of use the concept of integrated marketing communications in the promotion of educational institutions. We made the systematization and classification of modern marketing tools and technologies that form the communication potential of the university, which is important for the implementation of its marketing strategies. In our opinion, the integrated approach to marketing communications is also used in shaping the image of the university. We made the conclusion that the system of integrated marketing communications of the university is designed to ensure the coordination of methods and tools of promotion in order to create an effective, uniquely perceived and positive information field of the university. The development of modern information and telecommunication technologies, the global Internet, the use of social media marketing, creative marketing, as well as the growing professionalism of teachers and university staff contribute to the solution of these problems.Read More
Publication Year: 2019
Publication Date: 2019-02-14
Language: en
Type: article
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Cited By Count: 1
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