THE USE OF MARKETING TOOLS TO IDENTIFY UNIVERSITIES IN THE HIGHER EDUCATION MARKET

Modern universities operate in highly competitive conditions, which require them to clearly identify themselves in the higher education market. The way universities position themselves in the educational services market, their unique characteristic features distinguishing them from competitors are very important. The article substantiates the importance of university identification, examines the main elements of this process, including brand, mission, corporate culture, corporate identity, communication policy, partnerships and international cooperation, contributing to the formation of a unique image of an educational institution. The role of university identification in a competitive educational environment is reflected. Special attention is paid to modern marketing tools that affect the recognition, prestige and promotion of the university. The article also clarifies the definition of university identification and its difference from identity, analyzes different approaches to creating identity, and provides the results of a survey of third-year students of the Faculty of Marketing and Advertising at Russian State University for the Humanities, conducted to study their opinions on the importance of university identification when applying. In highly competitive conditions, applicants choose a university based on a combination of factors: ratings, reviews from friends, the quality of educational programs, etc. However, having a clear identification and a strong brand can be a decisive argument in favor of choosing a particular university, especially all other things being equal. In the era of digitalization, online communications and social networks are of particular importance, where a university can fully reveal its specifics and strengthen ties with its target audience.

university identification, identity, university brand, university mission, corporate culture, corporate identity, communication policy, marketing tools, competitive environ- ment, survey, distinctive features, higher education market

Kuzmina E. E. The use of marketing tools to identify universities in the higher education market. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2025;2(71):56—61. DOI: 10.25683/VOLBI.2025.71.1275.