Curriculum for an Elective Course "Marketing Communications of an Educational Institution" for Second-Cycle (Master’s) Higher Education Students

- Махиня, Т. А. (orcid.org/0000-0003-4065-0465) (2025) Curriculum for an Elective Course "Marketing Communications of an Educational Institution" for Second-Cycle (Master’s) Higher Education Students [Teaching Resource]

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Abstract

The working curriculum of the academic discipline “Marketing Communications of an Educational Institution”, offered as an elective course for students of the second-cycle (Master’s) level of higher education, includes a general description, objectives, tasks, and the course content. The course content is structured around eight topics: communications as the foundation for building trust and organizational reputation; stakeholders of an educational institution and communication interaction with target audiences; the essence, objectives, and classification of marketing communications in educational institutions; brand, image, reputation, and brand identity of an educational institution; content-based and visual marketing communications; special communication events and event marketing; integrated marketing communications of an educational institution; crisis communications and reputation risk management. The subject of the discipline encompasses the processes, mechanisms, and tools for designing, implementing, and evaluating marketing communications of an educational institution as a system of strategic interaction with stakeholders aimed at building trust, image, reputation, and social legitimacy of the organization. The course workload is 120 hours, equivalent to 4.0 ECTS credits. The form of final assessment is a pass/fail credit.

Item Type:	Teaching Resource
Keywords:	marketing communications; educational institution; strategic communications; stakeholders; target audiences; educational branding; image and reputation; brand identity; content marketing; visual communications; integrated marketing communications; event marketing; crisis communications; reputation risk management; communication strategy.
Subjects:	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:	професор Т. А. Махиня
Date Deposited:	02 Mar 2026 09:15
Last Modified:	02 Mar 2026 09:15
URI:	https://lib.iitta.gov.ua/id/eprint/748516

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