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PR-events as an element of marketing communications of a higher education institution

Author

Listed:
  • Iryna Lytovchenko

    (Odessa National Economics University)

  • Iryna Zhars'ka

    (Odessa National Economics University)

Abstract

Under the conditions of strengthening competition in the market, the need of companies and organizations in qualified marketing professionals is increasing. Accordingly there arises a need to popularize "Marketing" profession. In order to attract enrolees and provide students with practical skills, the Department of Marketing of Odessa National University of Economics hosts the "Advertisingfest" International Competition for students and schoolchildren every two years. In the article the basic methodological principles of organization of the process of PR-activity have been suggested, and its significance for the formation of relevant competencies and skills of students in the field of marketing has been defined. The results of the effectiveness evaluation of PR-events have been presented.

Suggested Citation

  • Iryna Lytovchenko & Iryna Zhars'ka, 2016. "PR-events as an element of marketing communications of a higher education institution," Ukrainian Journal Ekonomist, Yuriy Kovalenko, issue 11, pages 19-25, November.
    • Handle: RePEc:uje:journl:y:2016:i:11:p:19-25
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