Event-marketing of higher educational institution

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PDF: Author(s): Kasimova E. R., Kuznetsova E. V.,
Number of journal: 4(33) Date: November 2015

The relevance of event-marketing for development of sustainable competitive position of a higher education institution in the educational market is proved in the article. The notion, the essence and the content of event-marketing as one of the most effective communication tools are examined. The main benefits and key steps of the process of university’s event-marketing are described. Classification of the types of event activities with modern examples of Russian universities and universities of the Republic of Bashkortostan is investigated. The experience of Ufa State Aviation Technical University’s Department of Management and Marketing implementing the concept of event-marketing is presented. It is proposed to develop original event activities for applicants, students, employers both at the university level and at the level of graduate departments.


marketing communications, event-marketing, higher educational institution, consumers of educational services, image of the university, event-marketing process of higher educational institution, advantages of event-marketing of the university, classification of university’s event activities, referent marketing, appraisal of results of event activities

For citation:

Kasimova E. R., Kuznetsova E. V. Event-marketing of higher educational institution // Business. Education. Law. Bulletin of Volgograd Business Institute. 2015. № 4 (33). P. 34 5—350.