Proceedings of the  III International Scientific Congress Society of Ambient Intelligence 2020 (ISC-SAI 2020)

University Brand Development Under Conditions of Social Demographic Changes

Authors
Iluta Arbidane, Alena Bahdanava, Alena Kolesava, Irina Tetereva
Corresponding Author
Iluta Arbidane
Available Online 23 March 2020.
DOI
https://doi.org/10.2991/aebmr.k.200318.029How to use a DOI?
Keywords
higher education institution, brand, management, brand equity, promotion, competition, socio-demographic changes, fertility, migration
Abstract
The substantiation of recommendations for developing directions for the development of a university brand is an integral part of the development of an intellectual society, as well as the foundation for an advantage in a competitive environment in the context of socio-demographic changes. The development of the Internet space has also become an element of the conditions in which higher education institutions are located. On the one hand, this provides an opportunity for closer, faster interaction and exchange of experience, and on the other hand, it shows the difference and uniqueness of higher education institutions among themselves. In addition, the modern world, from the point of view of socio-demographic development, is changing (some countries are going through a demographic crisis, others are experiencing too rapid population growth, including through migration) and this forces the scientific community to pay attention and take into account when forming a university promotion policy in the market of educational services. These studies show the demographic and migration prospects of society, which must be taken into account when developing a university brand. The authors developed an organizational and economic mechanism for the formation and promotion of a university brand, which justifies the need to integrate university brand management into the educational institution management system.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
III International Scientific Congress Society of Ambient Intelligence 2020 (ISC-SAI 2020)
Part of series
Advances in Economics, Business and Management Research
Publication Date
23 March 2020
ISBN
978-94-6252-933-5
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200318.029How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Iluta Arbidane
AU  - Alena Bahdanava
AU  - Alena Kolesava
AU  - Irina Tetereva
PY  - 2020
DA  - 2020/03/23
TI  - University Brand Development Under Conditions of Social Demographic Changes
BT  - III International Scientific Congress Society of Ambient Intelligence 2020 (ISC-SAI 2020)
PB  - Atlantis Press
SP  - 229
EP  - 239
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200318.029
DO  - https://doi.org/10.2991/aebmr.k.200318.029
ID  - Arbidane2020
ER  -