MARKETING AND PR ACTIVITIES OF THE LEADING WORLD UNIVERSITIES: MODERN TOOLS AND DEVELOPMENT TRENDS

The present article summarizes the main aspects of marketing evolution, which is characterized by the development of both "inward" - throughout the whole system of company's business-process, and "outwards" - into the social and political society sphere. These processes are described on the example of the research of marketing and PR-activities of the leading world universities. The research was conducted by the Marketing department of RUDN University in the spring of 2016 in the frame of Russian Academic Excellence Project 5-100. As part of the study the methods and tools of the universities' promotion were examined and summarized through the corporate websites, social media and traditional media. The conclusions about the running information traffic which is generated by the universities and which is focused on both external and internal target audience were done.

Authors
Chernysheva A. , Kalygina V. , Zobov A.
Publisher
EUROMED PRESS
Language
English
Pages
380-390
Status
Published
Year
2017
Keywords
Total marketing; PR in higher education; research of PR-activities; marketing in higher education; new media; social media; websites of universities
Date of creation
19.10.2018
Date of change
19.10.2018
Short link
https://repository.rudn.ru/en/records/article/record/7669/
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