Event marketing as a strategic tool for influencing the university's image

In the context of growing competition among higher education institutions, creating and maintaining a positive image of the university is becoming critically important. Students and their parents make decisions about choosing an educational institution based not only on academic achievements, but also on the reputation of the university. The article considers event marketing as an effective PR tool for shaping the image of educational institutions. The advantages of holding special events, such as awards and festivals, which contribute to the formation of an emotional connection with the audience and strengthening the reputation of the organization are considered. An example of the All-Russian award in the field of media volunteering #DobroMedia, organized by the Russian State University for the Humanities, is given, which illustrates the successful integration of social initiatives into the educational process.

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