The Scientific Events as a Tool of the Department’s Integrated Marketing Communications

- Махиня, Т. А. (orcid.org/0000-0003-4065-0465) (2024) The Scientific Events as a Tool of the Department’s Integrated Marketing Communications In: Позиціонування закладів освіти на ринку освітніх послуг в умовах воєнного стану: Матеріали VІ Всеукраїнського науково методологічного семінару 25 жовтня 2024 р. . ДЗВО «Університет менеджменту освіти», м. Київ, Україна - м. Бориспіль, Україна, pp. 79-84.

Text Makhynia_2024.pdf Download (493kB)

Abstract

The article explores scientific events as a strategic tool of integrated marketing communications within university departments. It emphasizes their role in promoting academic activities, enhancing institutional reputation, and strengthening connections with various stakeholders — students, partners, and the academic community. Through content analysis of Ukrainian university practices, the study identifies a wide range of formats, including conferences, seminars, workshops, webinars, and science festivals, which effectively contribute to branding and public engagement. The case of the Department of Pedagogy, Administration, and Special Education at the University of Educational Management is presented as an example of successful integration of scientific and promotional activities. The transition to online and hybrid formats during the pandemic and martial law is highlighted as a factor that expanded accessibility and outreach. The article concludes that scientific events function as multifunctional platforms for communication, reputation building, and strategic positioning of departments in the modern educational environment.

Item Type:	Book Section
Keywords:	integrated marketing communications, scientific events, department, positioning, educational marketing, reputation, institutional image, online formats, science promotion, strategic communications
Subjects:	Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 00 Prolegomena. Fundamentals of knowledge and culture. Propaedeutics > 001 Science and knowledge in general. Organization of intellectual work > 001.8 Methodology > 001.89 Organization of science and scientific work Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 37.01/.09 Special auxiliary table for theory, principles, methods and organization of education > 37.09 Organization of instruction Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 3 Social Sciences > 37 Education > 378 Higher education. Universities. Academic study Science and knowledge. Organization. Computer science. Information. Documentation. Librarianship. Institutions. Publications > 6 Applied Sciences. Medicine. Technology > 65 Communication and transport industries. Accountancy. Business management. Public relations
Divisions:	State institution of higher education «University of educational management» > Educational and scientific institute of management and psychology > Department of Education, Administration and Social Work
Depositing User:	доцент Т. А. Махиня
Date Deposited:	22 Oct 2025 16:43
Last Modified:	22 Oct 2025 16:43
URI:	https://lib.iitta.gov.ua/id/eprint/746859

Downloads

Actions (login required)

View Item