Alma Mater
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Vestnik Vysshey Shkoly (Higher School Herald)
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Building a communication strategy of the university of culture in the market of educational services

E.V. Matveeva
80,00 ₽

UDC 378:005


E.V. Matveeva is Cand. Sci. (Social Sciences), Ass. Prof. at East Siberian State Institute of Culture, Ulan-Ude e-mail:


Researched is the theme of the need of the university of culture to create and maintain a steady interest of consumers in its educational service, which has its own specifics, since education at the university is based on the artistic inclinations and creative abilities of students. The purpose of the preparation and writing of this article was the urgent need to review the educational policy of the regional university and the formation of such a marketing program, where the educational service produced by the university is considered as a product that requires a well-thought-out approach for successful positioning in the market of educational services. In this article, the main communication channels and methods that can contribute to increasing the popularity of a regional university and the growth of its influence on the market of educational services are formulated. One of the objectives of the marketing policy of the University of Culture is to develop the concept of a production center, through which the university will be able to create the necessary conditions for communication with its public and promote the results of creative activities of students and teachers. The research methodology is based on modern communication theories, which allow us to look at the problem under study at a new level and develop a sustainable mechanism that will allow the university of culture to successfully compete with other regional universities. The production center "Constellation", created on the basis of the University of Culture, will allow you to start a new round of the communication process and successfully implement a number of marketing technologies necessary to promote the educational services of the university to the market of regional services, and the business reputation of the university will be improved by promoting the creative product of its graduates. The regional university of culture has undeniable specific advantages that can be disclosed and implemented in professional production activities.

Key words: culture, professional education, production center, marketing, communications.



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