Marketing in Education. Article 3. Branding and Rebranding of Universities in the Modern Education Market

Shevchenko Dmitry Anatolyevich, Doctor of Economic Sciences, Head of the Department «Marketing in sphere of science and technology» in Moscow Polytechnic University; Bol. Semenovskaya str. 38, Moscow, 107023, Russia; Honorary member of Guild of marketers (GM) (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the process of branding and rebranding of universities in modern conditions. The most effective for universities means of positioning their competitive advantages is to improve the corporate image, brand. The article discusses the main directions of creation and management of the University’s brand, the processes of developing and presenting to the target audience of competitive distinctions of the university. The article focuses on the relevance of development of individual corporate identity: logo, slogan and other components of the brand. The current situation in education is characterized by the process of mergers and acquisitions, wich happens due to the addition of one (weak, according to the Russian Ministry of education) universities to other, more promising. Newly emerged universities face the problem of rebranding. In the article on concrete examples (cases) a rebranding of universities is presented. After the completion of the development of a new logo, naming, the identity of the university, the task of promoting and strengthening the brand, using a wide arsenal of marketing communications to win a positive image and trust to it from the target audience will again be relevant. The logic of the university’s behavior in the competitive market is expressed by a short formula: branding — rebranding — branding.

Keywords: brand of the university; branding of the university; rebranding of the university; positioning; brand platform; naming; corporate identity of the university; logo of the university; the slogan of the university; marketing communications of the university.

Current Trends in Retail Marketing Tools Development

Nikishkin Valeriy Viktorovich, PhD, professor of marketing department, Plekhanov Russian University of Economics; Stremyanny lane, 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tverdokhlebova Maria Dmitrievna, PhD, ass. professor of marketing department, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

During the period of economic instability, the imposition of sanctions and restrictions, the retail sector has undergone several significant changes. Unable to withstand the new realities, many players left the market, and those who remained, or has just started his journey, forced to be very attentive to changing conditions, requirements of consumers and technological progress, which affects the majority of enterprise processes and determines the development of all marketing tools. In this article, the authors attempt to collect and analyze new and current trends of marketing instruments in retail, for the Russian market.

Keywords: retail trade; retail; marketing; marketing mix in retail; commercial service.

Innovative Marketing Technologies in Development of Activity of the International Trading Companies

Nikulina Olga Valeryevna, Doctor of Economics sciences, Professor of the Department of World Economy and Management, Kuban State University; Stavropolskaya st. 149, Krasnodar, 350040, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Derkach Natalya Kirillovna, undergraduate of the second year, trading business direction, course «International trade», Department of World Economics and Management, Kuban State University; Stavropolskaya st. 149, Krasnodar, 350040, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Development and deployment of innovative marketing technologies is the imperative need for survival of the international trading companies in rigid competitive fight in the world market today. As a result of the analysis of marketing technologies of the leading international trading companies «Auchan», «Metro», «Lerua Merlen», «Giperglobus» the effective innovative technologies allowing them to realize successfully the activity in the Russian market and to take the leading positions in the world are marked: automation of processes of realization of goods, development and use of mobile applications, opening of innovative distribution centers, holding quests and introduction of the latest technologies in the sphere of acquiring. Introduction of positive experience of the international trading companies in practical activities of the Russian enterprises will create favorable conditions for development of marketing communications, will increase loyalty of consumers to a brand of the company that in turn will provide increase in sales volume.

Keywords: techniques of marketing, international trading companies, international competitiveness, marketing activities and innovative marketing techniques.

Developing a Strategy for a New Product Positioning

Titova Natalya Aleksandrovna, Candidate of Science (in Economics), Associate Professor, Department of Marketing, Advertising and Public Relations, Novosibirsk State University of Economics and Management, Kamenskaya str. 56, Novosibirsk, 630099, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kolocheva Vlada Vladimirovna, Candidate of Science (in Economics), Associate Professor, Department Marketing and Service, Novosibirsk State Technical University, Karl Marx avenue20, Novosibirsk, 630073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Aim: development of theoretical and practical recommendations for the creation of a scientifically grounded strategy for positioning a new product.
Tasks:
• reveal the essence of the positioning strategy, determine its role in achieving marketing goals; • identify features and prospects for the development of a new product in the product category «meat chips»;
• review and adapt the methodology for positioning a new product in the product category «meat chips».
Results of the study. The adaptation of the positioning technique taking into account the three-level model of positioning is carried out with the purpose of further development of the creative and advertising strategies of the new product. The proposed method is tested on a new product in the product category «meat chips». The results of the research clarify, supplement and develop the theory and practice of positioning a new product.

Keywords: positioning; positioning strategy; positioning stages; product attributes; position statement; creative strategy.

Achieving Synergies in the Communication of Company with Potential Customers and Potential Employees in the Internet

Berkutova Elena Alexandrovna, Third year graduate student Faculty of Economics, Moscow State University; Leninskiye Gory 1-46, Moscow, 119991, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tokareva Elena Georgievna, Third year graduate student Faculty of Economics, Moscow State University; Leninskiye Gory 1-46, Moscow, 119991, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the issues of opportunities for joint promotion of consumer brand and employer brand Co-branding of a product brands of different companies is a popular thing, which companies use in order to achieve synergies and reduce promotion costs, although in practice this technology is difficult to implement. The authors offer co-branding of a different kind: within one company the joint promotion of consumer brand and HR brand. The channels of communication on the Internet are considered, the expediency of using them for attracting and retaining consumers (candidates) is revealed. Joint promotion of different brands in different markets within the same company is easy. For this, it is necessary: 1) the coincidence of the purpose of communications with consumers and potential employees; 2) the intersection of the audience of consumers of the company’s products and potential employees. Co-branding of the consumer brand and HR brand should be used in practice, especially in the Russia, where managers often do not provide significant funds for HR-branding. Joint promotion will reduce marketing costs, which can affect the company’s competitiveness.

Keywords: Internet communication; communication channels; employer brand; co-promotion; co-branding; competitiveness; cost reduction.

Role of Statistics in Development of the Tourist Services Regional Market

Gataullina Svetlana Yuryevna, Senior lecturer of Service and Tourism Department, School of Economics and Management, Far Eastern Federal University; v. Ayaks, Building 22 (G), Russkii Island, Vladivostok, Primorsky Krai, 690950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kossov Andrew Yuryevich, Candidate of economic sciences, Associate professor of the Department of Personnel Management and Labor Economics, School of Economics and Management, Far Eastern Federal University; v. Ayaks, Building 22 (G), Russkii Island, Vladivostok, Primorsky Krai, 690950, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Since 1996 the tourist business in Russian Federation has been legally recognized as one of the national economy priority sectors, affecting growth, employment, sustainability, regional development, environmental management, inward investment, economic diversification, development of international and interregional cooperation. The programs for tourism development are implemented in more than 60 regions of the country. However, the results organized by statistical studies, both at the national and regional levels are not fully reflect the role of tourism in socio-economic development of Russian Federation subjects, and not provide opportunities to improve the efficiency of software in tourism activities. The authors of the article, on the example of Primorsky Krai, identified the major weaknesses of the tourism statistics development, which greatly complicate regional tourism marketing research aimed for increasing tourist attractiveness of the territory. The main research question is to analyze the impact of statistical research on marketing development tourist services regional market on the example of Primorsky Krai.

Keywords: marketing tools; Primorsky Krai; region; market of tourist services; tourism; tourist attractiveness of the region; statistics; factor.