Abstract and keywords
Abstract (English):
The article addresses the issue of increasing the international competitiveness of regional universities and identifies the main impact factors from the perspective of the current internationalization and digitalization of the global academic space. The new approach relies on both social and digital marketing tools to streamline the relationship between universities and target audiences, including foreign ones. The international competitiveness of regional universities depends on the following aspects: internationalization strategy, international academic ratings, innovative research centers and their role in the local academic process, joint curriculum programs, high-quality teaching material, technical, social and cultural infrastructure, etc. The paper contains some recommendations for university management and regional authorities on how to develop the promotion system of regional universities. The proposed measures include cooperation with foreign partners from the countries of greatest economic and geopolitical interest. Another tool is an advanced promotion system for regional education services in the context of regional brand promotion strategy, including digital marketing. The new model of university management can increase the efficiency of international activities of the regional socio-economic system.

regional university, promotion of educational services, international competitiveness, global educational space, internationalization of education, digitalization of education
Publication text (PDF): Read Download

1. Zaretskaya A. S., Ivanova O. P., Kozyrev M. M. Research of the university competitiveness and factors of its improvement. RSUH/RGGU Bulletin. "Economics. Management. Law" Series, 2019, (4): 21-35. (In Russ.) https://doi.org/10.28995/2073-6304-2019-4-21-35

2. Abankina I. V., Belikov A. A., Gaponova O. S., Dudyrev F. F., Koreshnikova Yu. N., Korshunov I. A., Kosaretsky S. G., Mertsalova T. A., Nisskaya A. K., Platonova D. P., Sorokin P. S., Talovskaya B. M., Froumin I. D. Global competitiveness of Russian education. Materials for discussion. Moscow: NRU HSE, 2017, 112. (In Russ.)

3. Grishin V. I., Shtykhno D. A., Shubenkova E. V. Raising competitiveness of Russian universities on the global scene: problems and their solution. Vestnik Rossiyskogo ekonomicheskogo universiteta imeni G. V. Plekhanova, 2019, (4): 85-95. (In Russ.) https://doi.org/10.21686/2413-2829-2019-4-85-95

4. Minola T., Donina D., Meoli M. Students climbing the entrepreneurial ladder: does university internationalization pay off? Small Business Economics, 2016, 47(3): 565-587. https://doi.org/10.1007/s11187-016-9758-1

5. Lombardi R., Lardo A., Cuozzo B., Trequattrini R. Emerging trends in entrepreneurial universities within Mediterranean regions: an international comparison. EuroMed Journal of Business, 2017, 12(2): 130-145. https://doi.org/10.1108/EMJB-10-2015-0052

6. Aitbayeva G. D., Zhubanova M. K., Kulgildinova T. A., Tusupbekova G. M., Uaisova G. I. Formation of education clusters as a way to improve education. International Journal of Environmental and Science Education, 2016, 11(9): 3053-3064. https://doi.org/10.12973/ijese.2016.735a

7. Lachmann J. Le développement des pôles de compétitivité: quelle implication des universités? Innovations, 2010, 33(3): 105-135. https://doi.org/10.3917/inno.033.0105

8. Kireeva N. S., Slepenkova E. V., Shipunova T. S., Iskandaryan R. A. Enhancing university competitiveness: international experience of academic entrepreneurship. Rossiyskoe predprinimatelstvo, 2017, 18(20): 2909-2922. (In Russ.) https://doi.org/10.18334/rp.18.20.38418

9. Melikyan A. V. International educational activities of Russian universities. University Management: Practice and Analysis, 2017, 21(1): 52-62. (In Russ.) https://doi.org/10.15826/umpa.2017.01.005

10. Kovaleva O. P. The improving of the university competitiveness at the educational market. The Russian Automobile and Highway Industry Journal, 2013, (5): 127-130. (In Russ.)

11. Muratova E. A. Methods of internet-promotion of educational services of higher education institutions. Moscow Economic Journal, 2019, (9): 646-652. (In Russ.) https://doi.org/10.24411/2413-046X-2019-19022

12. Pyankova S. G., Mitrofanova I. V., Ergunova O. T., Zhemerikina E. B. Promotion of a higher education institution in the educational services market under the conditions of spatial integration of universities. Regionalnaya ekonomika. Yug Rossii, 2020, 8(3): 32-48. (In Russ.) https://doi.org/10.15688/re.volsu.2020.3.4

13. Belousenko D. V. The use of social networks in the promotion of educational services. Molodoi uchenyi, 2018, (45): 55-58. (In Russ.)

14. Alyoshina I. V. University marketing in an age of digital globalization. Vestnik universiteta, 2021, (1): 20-27. (In Russ.) https://doi.org/10.26425/1816-4277-2021-1-20-27

15. Shchetinina N. N., Gundarin M. V., Kidinov A. V. Promotion of higher education services for Generation Z applicants. Perspektivy nauki, 2020, (12): 303-307. (In Russ.)

16. Demin P. V. Marketization of higher education and university branding. Review of: Papadimitriou A. (ed.) Competition in higher education branding and marketing: national and global perspectives. Voprosy obrazovaniya / Educational Studies Moscow, 2019, (4): 294-306. (In Russ.) https://doi.org/10.17323/1814-9545-2019-4-294-306

17. Shemetova N. K. Marketing strategy of the university: formation and its effectiveness evaluation realization. Obrazovanie i nauka, 2015, (1): 21-32. (In Russ.)

18. Tarasova E. E., Prushkovskaya E. E., Efimova N. A. Theoretical and methodological aspects of the development of a university marketing strategy: to promote educational services. Vestnik Belgorodskogo universiteta kooperatsii, ekonomiki i prava, 2019, (4): 278-289. (In Russ.) https://doi.org/10.21295/2223-5639-2019-4-278-290

19. Neborsky E. V. Today's tomorrow: global risks as a higher education transformation factor. Otechestvennaya i zarubezhnaya pedagogika, 2020, 1(4): 62-74. (In Russ.)

20. Gaglione G., Akulshina A. V., Nedzelskaia A. B. Framework model of internationalization strategy. Development of strategic plans of internationalising education and research at universities. Vestnik Voronezhskogo gosudarstvennogo universiteta. Ser.: Problemy vysshego obrazovaniia, 2018, (3): 42-47. (In Russ.)

21. Ulyanova M. E. Factors increasing the competitiveness of universities: the international context. Mir novoi ekonomiki, 2018, 12(2): 72-77. (In Russ.) https://doi.org/10.26794/2220-6469-2018-12-2-72-77

22. Yurchenko N. A., Vorozhbit O. Yu., Osipov V. A. Promotion control of Russian educational services to the foreign market by innovation strategies. Russian Journal of Education and Psychology, 2012, (12). URL: https://cyberleninka.ru/article/n/upravlenie-prodvizheniem-rossiyskih-obrazovatelnyh-uslug-na-vneshniy-rynok-na-osnove-innovatsionnyh-strategiy (accessed 10 Feb 2022). (In Russ.)

23. Paniotto V. I., Maksimenko V. S. Quantitative research in sociology. Kiev: Naukova Dumka, 1982, 272. (In Russ.)

Login or Create
* Forgot password?