IDEAS home Printed from https://ideas.repec.org/a/ers/ijebaa/vviiy2019ispecial2p309-316.html
   My bibliography  Save this article

Development of the University Image Positioning Methods in the Context of its Marketing Strategy

Author

Listed:
  • Baturina O.E.
  • Erokhina T.B.
  • Fedko V.P.
  • Shaginyan S.G.

Abstract

Purpose: The note aims to study the steps actions algorithm in the positioning of university image, based on the method of using official media sites and searching systems and social networks. Design/Methodology/Approach: Today in the digital economy, higher educational establishments should take advantage of the opportunities arising from the involvement of the digital infrastructure in the process of their functioning. The positioning of an existing service or product usually takes the form of repositioning. The basis of the methodic apparatus of this study is the method of using official media sites and searching systems and social networks, which is used in the preparation of the steps algorithm in the university’s image positioning. Findings: The steps algorithm in the university image positioning is based on the method of using official media sites and searching systems and social networks. This method is developed by the authors and substantiated for the implementation in the sphere of higher educational establishments. Practical implications: In practice, we are talking about the formation of a mechanism function to provide the basic steps necessary to build an algorithm of the higher educational establishment image positioning. Originality/value: The concept "positioning" is the most often associated with persons (politicians, "stars") and companies engaged in the production or promotion of goods or services and positioning themselves to create their image, but not about the university positioning.

Suggested Citation

  • Baturina O.E. & Erokhina T.B. & Fedko V.P. & Shaginyan S.G., 2019. "Development of the University Image Positioning Methods in the Context of its Marketing Strategy," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 2), pages 309-316.
    • Handle: RePEc:ers:ijebaa:v:vii:y:2019:i:special2:p:309-316
    as

    Download full text from publisher

    File URL: https://www.ijeba.com/journal/395/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. A.P. Gorina, 2016. "Issues and Prospectives of the Educational Service Market Modernization," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 227-238.
    2. N.D. Guskova & S.M. Vdovin & I.N. Krakovskaya & Yu.Yu. Slushkina, 2016. "The Quality of Education as a Primary Concern of the Sustainable Development," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 239-257.
    3. Bondarenko V.A. & Efremenko I.N. & Larionov V.A., 2019. "Marketing Strategy for Hotel and Tourist Complex Companies," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 1), pages 388-394.
    4. Diyanova S.N. & Guba E.N. & Guseva M.V. & Popova T.S., 2019. "Strategies and Innovations in Modern Trade Marketing," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 1), pages 494-500.
    5. Terenina I.V. & Ovanesyan N.M. & Khan R.S. & Fedosenko А.А., 2019. "Marketing Activity in the Context of the Digital Economy," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 1), pages 16-25.
    6. Vladimir A. Pastukhov & Nikolay S. Kliman & Dmitry S. Alekseev, 2018. "Tendencies of Interaction between Russian Universities and Companies Implementing Innovative Development Programs," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 686-707.
    7. Yudi Sutarso & Rizal Edy Halim & Tengku Ezni Balqiah & Prijono Tjiptoherijanto, 2017. "The Role of Co-creation Activities, Trust and Gender on Higher Education Marketing Performance," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 825-845.
    8. E.S. Akopova & N.V. Przhedetskaya & P.V. Taranov & E.A. Israilova, 2017. "Marketing Aspects of Russia-The European Union Cooperation in the Field of Education," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 267-275.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Siti Patimah, 2017. "Leadership Styles, Motivation Achievers and Quality in Cultural Teaching," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 278-290.
    2. Anna Sejtkanova & Nadezhda Maslennikova & Alexander Gryaznukhin & Mikhail Leontev & Rasul Mamadaliev, 2018. "Specificity of Theoretical Approaches to the Definition of Professional Subjectivity," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 374-382.
    3. repec:ers:journl:v:xx:y:2017:i:2b:p:348-364 is not listed on IDEAS
    4. Liudmila V. Goryainova & Igor S. Krishtal & Olga D. Kuznetsova, 2017. "Financing of Infrastructure in Education: International Experience of Attracting Private Investments and Opportunities for Russia to Form a Knowledge-Driven Economy," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 348-363.
    5. M.M. Skorev & L.Yu. Andreeva & V.I. Kirishieva & A.V. Gigunova, 2017. "A Tool of Qualification Coadaptation Â," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 213-229.
    6. A.A. Aryn & P.B. Issakhova, 2018. "Education Financing in the Republic of Kazakhstan: Problems of Ensuring Efficiency and Effectiveness," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 83-94.
    7. O.A. Maximova & V.A. Belyaev & O.V. Laukart-Gorbacheva & I.V. Larionova, 2018. "Intergenerational Discourse on the Problems of Russian Education and Creation of Bilingual Environment," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 805-817.
    8. repec:ers:journl:v:xx:y:2017:i:2b:p:365-378 is not listed on IDEAS
    9. Yuli Harwani & Budi Suharjo & Rita Nurmalina & Gendut Suprayitno, 2018. "Brand Name and Customers' Intention," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 299-315.
    10. E.S. Akopova & N.V. Przhedetskaya & P.V. Taranov & E.A. Israilova, 2017. "Marketing Aspects of Russia-The European Union Cooperation in the Field of Education," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 267-275.
    11. Makka Alaudinovna Khamatkhanova & Guzeliya Faridovna Khusnutdinova, 2017. "The Characteristics of the Formation of Income of Multi-Child Households under Conditions of a Financial Crisis," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 364-377.
    12. S.I. Gilmanshina & R.N. Sagitova & I.R. Gilmanshin, 2018. "Science Education: Development of Environmental Thinking," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 690-704.
    13. S.I. Gilmanshina & R.N. Sagitova & I.R. Gilmanshin, 2018. "Science Education: Development of Environmental Thinking," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 690-704.
    14. A.S. Takmazyan & S.N. Rukina & K.N. Samoylova & K.A. Gerasimova, 2018. "Public-Private Partnership in the Russian Educational System," European Research Studies Journal, European Research Studies Journal, vol. 0(Special1), pages 479-485.
    15. Dodi Permana, 2017. "Toward the Best Model of Strategy Implementation in Indonesian Islamic Banking from the Lens of Strategic Clarity," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 3-15.
    16. repec:ers:journl:v:volumexxi:y:2018:i:issue4:p:304-316 is not listed on IDEAS
    17. Filip Rubacek & Irena Jindrichovska & Zuzana Horvathova & Josef Abrham, 2020. "Accessibility of Websites of the European National Tourism Boards," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 114-125.
    18. M.N. Pevzner & P.A.Petryakov & I.A. Donina & N.A. Shaydorova, 2018. "Internet Marketing as a Diversity Management Tool in Education," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 496-505.
    19. Simon Grima & Sharon Seychell & Frank H. Bezzina, 2017. "Investigating Factors Predicting Derivative Mishandling: A Sociological Perspective," European Research Studies Journal, European Research Studies Journal, vol. 0(4A), pages 3-17.
    20. repec:ers:journl:v:volumexxi:y:2018:i:issue4:p:502-511 is not listed on IDEAS
    21. A.V. Voloshin & J.J. Suslova & E.A. Batrayeva & L.V. Baguzova & N.V. Ananeva, 2018. "Current State, Tendencies and Peculiarities of Development in Higher Education: The Case of Russia," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 502-511.
    22. Evgeniya Evgenyevna Nakhratova & Irina Yuryevna Ilina & Aleksandra Ivanovna Zotova & Olga Aleksandrovna Urzha & Nikolai V. Starostenkov, 2017. "Analysis of the Relevence of Educational Programs for Applicants and the Labor Market," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 649-659.
    23. repec:ers:journl:v:v:y:2017:i:4:p:35-55 is not listed on IDEAS
    24. Giertz, Jan-Paul & Stracke, Stefan, 2019. "Strategische Personalplanung: Praxiswissen Betriebsvereinbarungen," Study / edition der Hans-Böckler-Stiftung, Hans-Böckler-Stiftung, Düsseldorf, volume 127, number 433, March.
    25. Yuliya Makhdievna Makhdieva, 2017. "Social/Economic Preconditions and Prospects for the Development of Education Insurance in Russia," European Research Studies Journal, European Research Studies Journal, vol. 0(4A), pages 160-174.

    More about this item

    Keywords

    Positioning; university image; marketing research; rating of universities; report.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:ijebaa:v:vii:y:2019:i:special2:p:309-316. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ijeba.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.