scholarly journals 90 YEARS – HISTORICAL FORMATION OF BRAND CAPITAL OF KYIV NATIONAL UNIVERSITY OF TECHNOLOGIES AND DESIGN (KNUTD)

Management ◽  
2020 ◽  
Vol 31 (1) ◽  
pp. 9-24
Author(s):  
Ivan M. Gryshchenko

Introduction. The modern higher education market is highly competitive. Universities compete for budget seats, for applicants, for attracting and retaining highly qualified personnel, for attracting additional funds from various sources. Universities are interested in finding additional competitive advantages in the form of brand capital of the university.Research hypothesis. The image of the national system of education acquires a special importance for building the university brand, which is important to take into account when positioning the university brand on the global market of educational services. The conceptual basis of the university brand is its mission, which absorbs the values shared by the university staff and transmitted to external audiences.Purpose of this article: to offer methodological tools for forming brand capital of an innovative university.Research methods: comparative analysis, ratings, graphical, tabular and specific methods of marketing comparative analysis, rating, tabular, graphical, specific methods of marketing research: field (target audience surveys) and desk surveys.Results: The process of formation and subsequent formation of brand capital of KNUTD was analyzed. The concepts of competition and competitiveness, brand capital and branding within higher education are compared. The degree of possible influence of brand on the level of competitiveness of the university and the graduate within the framework of further employment is considered. The evaluation of international and Ukrainian ratings is given, which allows to draw a conclusion about the importance of using brand capital of the university in the educational sphere.Conclusions. The proposed modified model of evaluation and promotion of brand capital allows to increase the efficiency of the university activities.

2020 ◽  
Vol 1 (10) ◽  
pp. 155-162
Author(s):  
Z. F. MAMEDOV ◽  
◽  
Kh. BAYRAMOVA ◽  

Education like others spheres of life of modern society is in the state of dynamic changes. New formats of universities as well as their missions and roles in the social and economic development are actively discussed by professional environment. A number of external and internal factors that determine the depth and scale of transformation have effects on the development of the system of higher education. The system of higher education is under the influence of the system and institutional dynamics, which dictate the need for changes. The activity of universities as centers of education, science and culture is one of the most important bases of social progress. This role becomes especially important in XXI century, which is based on new knowledge and principles of technological development. First of all a university takes new features in the current conditions of globalization. The fundamental task that needs to be solved in order to achieve the goals of a modern University is the change of meanings, goals and content of education by active participation in the internationalization processes of the system of higher education and by introducing reforms in educational process. Of course new economic conditions (global market and information technologies) require modifications. It was stated that the commercialization of University innovations in Azerbaijan is a relatively new direction, since the country is just adopts the path of an innovative economy. In this regard the transformation of a scientific idea to a product or a service faces a number of difficulties. It was investigated the problem of commercialization of the results of scientific activities of higher educational institutions in Azerbaijan. For the first time Azerbaijan State University of Economics has implemented its rebranding in the educational system of the country in order to strengthen the market position of the educational institution and realization of innovative marketing strategies. The University’s strategic goals were defined under the UNEC brand, and the brand development was successfully continued with the support of the scientific and expert community. An integrative educational environment is created in Azerbaijan State University of Economics and such environment ensures the unity of the “education – science – innovation – commercialization – production system”. It is important to note that UNEC strategy also provides for clustering of economical education and so that it provides for increasing the integration pace of the University into the world scientific and educational space. The article presents the innovative infrastructure of Azerbaijan State University of Economics connected with its integration into the global scientific and educational environment. The paper studies the matters of the international cooperation issues of the University with universities of such countries as USA, EU, Russia, Turkey, which expands the academic potential of the University and increases its competitiveness. The article substantiates the conclusion that the globalization of higher education increases the importance of commercialization of higher education institutions in the field of education and science. The article reveals the successful experience of UNEC University in the creation and implementation of joint educational programs, expanding academic mobility, attracting foreign applicants, conducting joint researches and international scientific events in partnership with universities in the EU, Russia and Turkey.


2021 ◽  
Vol 13 (2) ◽  
pp. 712
Author(s):  
Andrea Okanović ◽  
Jelena Ješić ◽  
Vladimir Đaković ◽  
Simonida Vukadinović ◽  
Andrea Andrejević Panić

Growing environmental problems and increasing requirements of green jobs force universities around the world not only to transform their curricula but also to enrich existing ones with contents related to the promotion of sustainable development. This paper aims to show the importance of measuring and monitoring the share of green contents in all university activities, as only in that way it is possible to monitor trends and give realistic assessments of their effect and importance. The paper presents a comparative analysis of different types of methodologies for assessing sustainable activities at universities as well as research conducted at the University of Novi Sad in Serbia and its comparison with the University of Gothenburg (Sweden). This research aims to point out the importance of increasing competitiveness in higher education through assessment of green content in a curriculum and its promotion. In this way, through eco-labeling methodology, it would be easier to identify those contents that, in a certain share, contribute to the promotion of sustainable development. Furthermore, this methodology can easily be extended across the country and the region, which would bring positive effects to all stakeholders in higher education.


2013 ◽  
Vol 8 (2) ◽  
Author(s):  
Jesper Eckhardt Larsen

The discourse of reform in higher education tends to focus narrowly on employability and the relationship between higher education and the labor market. Universities as research institutions are now considered solely in the dominant discourse of innovation. This way of conceiving universities is inspired by functionalist theory that focuses on the imperatives of a knowledge economy. Taking a departure in the theory of society developed by Jürgen Habermas this paper seeks to provide a theoretical framework for an empirical comparative analysis on the wider societal impact of universities. It is the argument that the wider impacts of higher education and research at universities must be seen in a more complex vision of modern societies. The paper is thus primarily a re-reading of Habermas’ critique of functionalist views of the university and an application of Habermas’ critique on current issues in the debates on higher education. A special discussion will be taken on issues of the self in view of the current tendencies to regard all education from the standpoint of the economic outputs.


2020 ◽  
Vol 6 (3) ◽  
pp. 186-198
Author(s):  
O. B. Voeykova

This article is devoted to solving the problem of systematizing the existing concepts of innovation in higher education, reflecting the new vision of the university by modern scientists. The author studied the content and conducted a comparative analysis of various concepts relating to the emergence of the future image of the University. First of all, these are the works of the classics of post-industrialism, who defined science and education as a new industry within the emerging knowledge economy and noted the need to form, in this regard, a new type of University. Important potential for understanding the role and place of the University, as well as to get an idea of its supposed (futuristic) model in the new realities have the concepts of innovatization of higher education, the analysis of which is given most of the article. Under the concepts of innovatization of higher education in the article we understand the concept of modern scientists who consider the transformation of the traditional University in its innovative model that meets the needs of the economy and society focused on innovation. The concepts of innovatization are also divided into several types, grouped according to the relevant features, which suggests the possibility of transition to the innovative model of the University in different ways.


2016 ◽  
Vol 69 (8) ◽  
pp. 3077-3086 ◽  
Author(s):  
Philipp A. Rauschnabel ◽  
Nina Krey ◽  
Barry J. Babin ◽  
Bjoern S. Ivens

1975 ◽  
Vol 19 (1) ◽  
pp. 64-77 ◽  
Author(s):  
M. A. White

Public examinations and matriculation policy in Western Australia are studied during four periods of development: (a) an establishment phase (1890 to 1919), (b) a stage of entrenchment (1920 to 1939), (c) a decade of abortive reform movements (1940 to 1950), and (d) a final phase of major changes during the 1960's. The article examines events in the context of shifting relationships between interest groups and personalities involved, movements in the purposes and emphases of secondary and higher education, and other background factors. Of special importance is the role of matriculation policy at the University of Western Australia, which from 1913 to 1961 was Australia's only “free” university.


Management ◽  
2021 ◽  
Vol 32 (2) ◽  
pp. 137-146
Author(s):  
Liang Rui ◽  
Kateryna Prokopenko ◽  
Svitlana Vovchok

Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.


2021 ◽  
pp. 7-34
Author(s):  
Viktoriia Ravilevna Sagitova

The paper presents an analysis of the concept of competence and competency in the works of domestic and foreign authors, and a comparative analysis of the characteristics of the concepts of competence in foreign and domestic science is carried out in tabular form. The author's definition of competence is given, which made it possible to conduct an empirical pilot study of the formed competencies of the university teaching staff.


Author(s):  
Renata Botwina ◽  
Oksana Borys

The growth of international market, business and travel around the world has resulted in English being an integral part of university curricula. Teaching English in the way that is not only motivating but also corresponding to the needs of the global market university graduates are about to face has become mandatory for higher education institutions. This paper aims at presenting a modern approach to teaching foreign languages to students studying at the Department of the Ukrainian Studies at the University of Warsaw, Poland. The specifics of the didactic work of lecturers teaching English and Ukrainian languages are presented with a view to a cultural diversity in groups. The Department offers students a rich program that gives them a thorough education both in Ukrainian and English languages. The authors show how they deal with various problems resulting from language interference, heterogeneous groups and cultural differences in their teaching practice. Motivating students to learn English with a view to a cultural context is of special importance since it results not only in interesting lessons, but also in students willing to deepen their knowledge of the English-speaking countries. A special attention is given to the Communicative Approach which has proved to be beneficial both for teachers and students. Moreover, the authors give practical solutions how to motivate students to learn foreign languages effectively.


Seminar.net ◽  
2013 ◽  
Vol 9 (1) ◽  
Author(s):  
Yngve Nordkvelle

MOOC is one of the new terms that occupy many higher learning institutions these days. Rectors, Presidents or Vice-Chancellors, leaders of higher education in general, are all of a sudden all set for the target: we also want to provide courses for the “MOOC”. The conservative Norwegian newspaper “Aftenposten” claimed recently that the MOOCs will revolutionize higher education, and will alter “the ways we learn” in fundamental ways. The Norwegian Ministry of Education has established an expert group to monitor the development of MOOCs and the consequences for national higher education systems. The reactions sway between exhilaration and “moral panic”. Many positive reactions reflect what Thomas Alva Edison hoped for a century ago, by predicting that learning was now liberated from the institutions and offered entirely via film and radio. The moral panic is a sentiment held by those who think that higher education institutions also have an obligation to maintain national cultures of science and humanities. Leaving teaching to MIT, Open University or whoever wants to claim the turf of teaching a topic, is a challenge to the established higher education policies. The global market of science, communication, publishing and library service is already vastly dominated by the English speaking academia.The MOOCs are so far predominantly a phenomenon from this cultural area, and will add to the cultural dominance that is already so strong. In this respect I subscribe to a moral panic. On the other hand one might ask, what is truly new to the “MOOC”? Not much, in my view, except a different way of organizing, financing and marketing content and processes which are as old as correspondence schools. The technological wrapping is redesigned and offered in an importantly different context: “open access”. This tantalizing concept clouds the fact that teaching in higher education is situated in local cultural contexts, and is, as always, problematic to recontextualize.The first article in this issue is titled “From Classroom to Digital Arena in Seeking Higher-level Learning: Student Experience” and is written by dr. Mark Brown of The Department of Communication, Culture and Languages, BI Norwegian Business School in Oslo. In the article he acknowledges the vast influences distance-learning has had on the area of introducing digital technologies in higher education. The article reports some results from a teaching project in which they moved a mid-level learning process out of the classroom and into a digital learning environment in order to free up teaching time for higher-level learning. The findings demonstrate that students respond very positively to such reflective learning opportunities.In the paper “Challenges with social software for collaboration: Two case studies from teacher training” a collective of authors from the Faculty of Philosophy at the University of Eastern Finland, Teemu Valtonen, Sari Havo-Nuutinen, Patrick Dillon, Sini Kontkanen, Mikko Vesisenaho and Susanne Pöntinen offer us insights into which challenges with collaborative learning  one meets when using social software. It reports two case studies conducted in a teacher training department. Although the case studies were concerned with providing teacher students with inspiring and motivating experiences of using ICT in pedagogically meaningful ways, the research design was set up so that challenges could be identified and investigated. It turned out that the presumed added value of interaction and collaboration was poorly recognised.In the last article, Ragnhild Nilsen and Line Lundvoll Nilsen, of The University of Tromsø, write about their project on “Interdisciplinary professional education (IPE)”. The title, “Interprofessional Participation and Reflection in a Digital Network” introduces us to how teaching with digital tools allows collaborative learning to take place. Their methods supported collective reflection and increased professional understanding. The digital network allowed students from different health science programmes to draw on each other’s knowledge and expertise. The authors suggest that their findings are relevant for the development of reflection and professional understanding among health science students, as they show how students discuss and seek solutions to complex challenges in the practice.


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