University brand: factors, tools and main tendencies of development information about authors
Article Sidebar
Main Article Content
صندلی اداریAbstract
Trends towards transformation of the system of higher education create the need for universities to adapt to the dynamically changing conditions of the external competitive environment. In this connection, university branding as a specific distinguishing characteristic from competitors is an integral part of the development strategy of a modern university, and the effectiveness of marketing activities to form a brand of an educational organization depends largely on the influence of internal and external factors and a set of tools applied. However, in the scientific literature, these aspects have come into common use mainly in relation to commercial organizations, giving short shrift to the institutions of higher education, which determines the goal setting of the study, which is to identify the main directions of the development of a university’s brand under present-day conditions of functioning. To achieve this goal, the authors used methods of synthesis, systematization, logical-structural, comparative and cause-and-effect analysis of the literature which highlights the theoretical and practical issues of university branding. The directions of brand formation identified as a result of the study are based on the method of an expert survey conducted in May 2021. Overall, the systematization of university branding factors has been carried out;
a set of tools for creating a brand of a higher educational institution in the context of the transformation of the education system has been proposed; and the main directions for the development of the university brand from an expert survey have been identified.The authors have found that the most promising areas of university branding are corporate, educational and reputational aspects of activities.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Proposal of Policy for Free Access Periodics
Authors whom publish in this magazine should agree to the following terms:
a. Authors should keep the copyrights and grant to the magazine the right of the first publication, with the work simultaneously permitted under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 that allows the sharing of the work with recognition of the authorship of the work and initial publication in this magazine.
b. Authors should have authorization for assuming additional contracts separately, for non-exclusive distribution of the version of the work published in this magazine (e.g.: to publish in an institutional repository or as book chapter), with recognition of authorship and initial publication in this magazine.
c. Authors should have permission and should be stimulated to publish and to distribute its work online (e.g.: in institutional repositories or its personal page) to any point before or during the publishing process, since this can generate productive alterations, as well as increasing the impact and the citation of the published work (See The Effect of Free Access).
Proposal of Policy for Periodic that offer Postponed Free Access
Authors whom publish in this magazine should agree to the following terms:
a. Authors should keep the copyrights and grant to the magazine the right of the first publication, with the work simultaneously permitted under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 [SPECIFY TIME HERE] after the publication, allowing the sharing of the work with recognition of the authorship of the work and initial publication in this magazine.
b. Authors should have authorization for assuming additional contracts separately, for non-exclusive distribution of the version of the work published in this magazine (e.g.: to publish in institutional repository or as book chapter), with recognition of authorship and initial publication in this magazine.
c. Authors should have permission and should be stimulated to publish and to distribute its work online (e.g.: in institutional repositories or its personal page) to any point before or during the publishing process, since this can generate productive alterations, as well as increasing the impact and the citation of the published work (See The Effect of Free Access).
d. They allow some kind of open dissemination. Authors can disseminate their articles in open access, but with specific conditions imposed by the editor that are related to:
Version of the article that can be deposited in the repository:
Pre-print: before being reviewed by pairs.
Post-print: once reviewed by pairs, which can be:
The version of the author that has been accepted for publication.
The editor's version, that is, the article published in the magazine.
At which point the article can be made accessible in an open manner: before it is published in the magazine, immediately afterwards or if a period of seizure is required, which can range from six months to several years.
Where to leave open: on the author's personal web page, only departmental websites, the repository of the institution, the file of the research funding agency, among others.
References
Alqahtani, A. Y., & Rajkhan, A. A. (2020). E-learning critical success factors during the covid-19 pandemic: A comprehensive analysis of e-learning managerial perspectives. Education sciences, 10(9), 216. https://doi.org/10.3390/educsci10090216.
Andreev, V. A., Varkulevich, T. V., Bedrachuk, I. A., Arnaut, M. N., & Chudaev, E. Y. (2019). Regional universities and external migration of the graduates: impact on economics sphere (example of Primorsky region). Amazonia Investiga, 8(23), 547-555. Retrieved from https://amazoniainvestiga.info/index.php/amazonia/article/view/902.
Baturina O. A., & Terentyeva T. V. (2020) Networking of Strategic Partnerships in Higher Education: Prerequisites and Readiness of Universities. Propositos Y Representaciones. 8 (3), E481. doi: 10.20511/pyr2020.v8n3.481
Bevilacqua, M., Bottani, E., Ciarapica, F. E., Costantino, F., Di Donato, L., Ferraro, A., ... & Vignali, G. (2020). Digital twin reference model development to prevent operators’ risk in process plants. Sustainability, 12(3), 1088. https://doi.org/10.3390/su12031088.
Hu, Z., Ding, S., Li, S., Chen, L., & Yang, S. (2019). Adoption intention of fintech services for bank users: An empirical examination with an extended technology acceptance model. Symmetry, 11(3), 340. https://doi.org/10.3390/sym11030340.
Kalenda, M., Hyna, P., & Rossi, B. (2018). Scaling agile in large organizations: Practices, challenges, and success factors. Journal of Software: Evolution and Process, 30(10), e1954. https://doi.org/10.1002/smr.1954.
Kebede, Y., Yitayih, Y., Birhanu, Z., Mekonen, S., & Ambelu, A. (2020). Knowledge, perceptions and preventive practices towards COVID-19 early in the outbreak among Jimma university medical center visitors, Southwest Ethiopia. PloS one, 15(5), e0233744. https://doi.org/10.1371/journal.pone.0233744.
Lebedinskaya, Y. S, Koshevaya, Е. S., Petruk, G. V., & Shnaider, O. V. (2018). Methodological tool development to improve competitiveness of university international activities. Amazonia Investiga, 8(22), 261-268.
Lebedinskaya, Y. S., & Petruk, G. V. (2019). Methodological tool development to improve competitiveness of university international activities. Amazonia Investiga, 8(22), 261-268. Retrieved from https://amazoniainvestiga.info/index.php/amazonia/article/view/427.
Lim, C., Kim, K. H., Kim, M. J., Heo, J. Y., Kim, K. J., & Maglio, P. P. (2018). From data to value: A nine-factor framework for data-based value creation in information-intensive services. International Journal of Information Management, 39, 121-135. https://doi.org/10.1016/j.ijinfomgt.2017.12.007.
Ong, J. J., Bharatendu, C., Goh, Y., Tang, J. Z., Sooi, K. W., Tan, Y. L., ... & Sharma, V. K. (2020). Headaches associated with personal protective equipment–A cross‐sectional study among frontline healthcare workers during COVID‐19. Headache: The Journal of Head and Face Pain, 60(5), 864-877. https://doi.org/10.1111/head.13811.
Prokopenko, O., & Omelyanenko, V. (2018). Information and communication technologies support for the participation of universities in innovation networks (comparative study). Innovative Marketing, 14(3), 17. DOI: 10.21511/im.14(3).2018.03
Shcherbak, V., & Arabuli, S. (2021). Methodology and technology of Hackathon ecosystem to engage university faculty and students in innovation and entrepreneurship in the context of reducing the impact of the Covid-19 pandemic. Management, 33(1), 105-114. https://doi.org/10.30857/2415-3206.2021.1.10.
Shumik, E. G., & Baturina, O. A. (2020) Implementation of the Third Mission of the Universities: Regional Aspect. Revista De La Universidad Del Zulia. 11(31), 323-338. doi: 10.46925//rdluz.31.20
Valverde-Berrocoso, J., Garrido-Arroyo, M. D. C., Burgos-Videla, C., & Morales-Cevallos, M. B. (2020). Trends in educational research about e-learning: A systematic literature review (2009–2018). Sustainability, 12(12), 5153. https://doi.org/10.3390/su12125153.
Wathelet, M., Duhem, S., Vaiva, G., Baubet, T., Habran, E., Veerapa, E., ... & D’Hondt, F. (2020). Factors associated with mental health disorders among university students in France confined during the COVID-19 pandemic. JAMA network open, 3(10), e2025591-e2025591. https://doi.org/10.1001/jamanetworkopen.2020.25591