Маркетизация сферы образования и брендинг университетов. Рецензия на книгу: Пападимитриу А. (ред.) «Конкуренция брендов и маркетинга в сфере высшего образования»

Вопросы образования. 2019. № 4. С. 294–306.

Demin P.

The volume reviewed provides a critical examination of contemporary trends in the marketization of higher education and university branding. Being bound to respond to external challenges, in particular seek additional sources of finance in the context of reduced public funding, universities are increasingly more likely to adopt governance and development practices from businesses. The book authors consider higher education as a highly competitive market in which universities compete in a very corporate way. In a competitive climate, university branding becomes an effective way of attracting partners and students. Examples of higher education systems in a number of countries (Belgium, Mozambique, Hong Kong, etc.) are used to investigate the strategies used by universities to create, promote and differentiate their brands. The book also explores specific aspects of private university branding, the role of rankings in brand building, government participation in the positioning of national universities in the global higher education market, and the current challenges in branding development and promotion faced by universities, such as the need to develop social capital, differentiate from other institutions, and deal with piggyback marketing.

Keywords: высшее образование, глобализация, Russian universities, globalization, branding, российские университеты, university branding, higher education, international higher education market, бренд университета, higher education market, рынок высшего образования, university brand, брендирование, branding effects, university marketing, эффекты брендинга, маркетинг университета