University brand management as a strategy for innovative development

Abstract

The study attempts to analyze the university brand management as a positioning strategy component in the international scientific and educational space, examines the relationship between the marketing and brand strategy of Rostov State Economic University (RINH). The purpose of the study is to determine the place of branding in the university innovative development strategy; to analyze the way branding affects the university attractiveness for foreign applicants and to present, using the example of RSUE practical experience, the influence of branding on the applicants motivation to study at a particular university. Considering scientific and theoretical approaches, we can note a multidimensional understanding such category as “branding”. At the same time, both foreign and Russian colleagues refer to common features: the opinion about the consumer brand, popularity and demand in the relevant market. Despite the pandemic and its negative consequences for educational migration, in 2021 RSUE confirmed and strengthened its position in the world and national rankings. Rostov State Economic University entered the top 401-600 best universities in the world in the Times Higher Education University Impact Rankings 2021, took first place among universities in the South of Russia and entered the Top 20 universities in Russia. It seems that the formation of a general strategy of brand management and marketing of the university can be considered as an innovative practice of management of educational organizations and determines the policy of choosing the strategy of educational services as a specific product of the educational institution.