PROMOTION OF THE STUDENT COMMUNITY IN THE DIGITAL ENVIRONMENT AS A FACTOR IN THE FORMATION OF THE UNIVERSITY BRAND

Abstract

In modern conditions, the creation of a university brand is an important aspect of its activities aimed at increasing the competitiveness of the educational institution, as well as attractiveness for applicants. The university brand forms associations based on certain images and symbols in the minds of consumers of services – students, applicants, and the business community. The article reveals the essence of the brand and its features for businesses and universities. The essence of student communities, the main directions of organizing leisure activities for students within the walls of the university and the possibilities of their self-realization are considered. The factors influencing the creation of the university's brand are revealed, among which an important role belongs to the university itself, teachers and achievements of scientists, as well as students and student communities.

Digital marketing tools are presented, the use of which will most contribute to the formation and development of the university's brand, its positioning, and image formation, taking into account the specifics of the audience and trends in the development of the digital economy.