Elements of a university’s marketing mix based on the “5Ps” marketing-mix concept:
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- Higher education institutions’ outputs (curricula, teaching materials, etc.) should help develop a set of competencies in future employees that would meet the needs of both students and employers. Increased demand for university graduates in the labor market boosts the influx of applicants.
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- Following the example of Poland and the United States, grant-based scholarships could be offered to students as a form of tuition assistance; eligibility for these scholarships should be based on students’ research and academic activities, their participation in student research competitions, artistic activities, sports tournaments, and so on.
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- The development and implementation of a marketing strategy must begin with the commitment of the university’s leadership. To this end, it is advisable to establish marketing departments, as has been done at the National Aviation University, the State Higher Educational Institution “University of Educational Management,” the Alfred Nobel University in Dnipropetrovsk, or public relations departments staffed by professionals, as has been done at the National University “Kyiv-Mohyla Academy” and the National University “Ostroh Academy.” At the same time, the activities of the graduating departments, the admissions committee, and the marketing departments must be coordinated.
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- A university’s integrated marketing communications system must include: advertising campaigns targeting both prospective students and employers; career guidance activities using promotional videos, films, etc.; exhibition activities; direct contacts, forums, and meetings with prospective students, supported by university alumni and involving active student leaders in their 4th through 6th years of study; public relations—publishing news about the institution in media outlets and securing favorable, unpaid coverage on radio, television, and other media; mobile communications—personalized distribution of useful mobile content, greetings, and postcards as reminders about the institution; Internet communications—the university’s website, social media groups, and blog platforms; its own Internet TV channel supporting live streaming of official or cultural events, conferences, competitions, and lectures led by distinguished professors, as well as access to speeches and addresses by the university administration, interviews with alumni and employers; and the display of photo and video reports, etc.
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- A university’s brand depends on the culture, professionalism, knowledge, and experience of its faculty and staff, therefore, a university’s marketing activities should be aimed at building the brand of each individual employee, as well as at strengthening relationships with alumni and employers.
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