UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION
Digital globalization is regarded as the environment for the functioning of the 21st century’s university. Problems of digitalization of industries, globalization of markets, growing instability and uncertainty of the environment, increased social inequality, networking, platformization of business...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2021-02-01
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| Series: | Вестник университета |
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| Online Access: | https://vestnik.guu.ru/jour/article/view/2621 |
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| author | I. V. Alyoshina |
| author_facet | I. V. Alyoshina |
| author_sort | I. V. Alyoshina |
| collection | DOAJ |
| description | Digital globalization is regarded as the environment for the functioning of the 21st century’s university. Problems of digitalization of industries, globalization of markets, growing instability and uncertainty of the environment, increased social inequality, networking, platformization of business models predetermine the importance of university marketing as management focused on global resource markets. The trends in the development of holistic marketing in the era of digital globalization are presented – digitalization and globalization of operations, individualization and democratization of solutions, artificial intellectualization, networking, platformization of activity, co-creation of value with consumers and stakeholders, the growing importance of consumer experience. The guidelines for the development of university marketing in line with digital transformation at the internal and external levels of university management have been proposed: the transition from university rankings to the ranking of people (employees and university students) as a response to the trends of individualization, personalization and networking, the emphasis on intra-university marketing in comparison with external one, the strengthening of intellectual knowledge-valuable promotional tools in comparison with advertising. New guidelines for transformation of management and marketing of the university were defined. |
| format | Article |
| id | doaj-art-ae84ef9dcdbd4e978d6355dee94f0f59 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2021-02-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-ae84ef9dcdbd4e978d6355dee94f0f592025-02-04T08:28:07ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152021-02-0101202710.26425/1816-4277-2021-1-20-271937UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATIONI. V. Alyoshina0State University of ManagementDigital globalization is regarded as the environment for the functioning of the 21st century’s university. Problems of digitalization of industries, globalization of markets, growing instability and uncertainty of the environment, increased social inequality, networking, platformization of business models predetermine the importance of university marketing as management focused on global resource markets. The trends in the development of holistic marketing in the era of digital globalization are presented – digitalization and globalization of operations, individualization and democratization of solutions, artificial intellectualization, networking, platformization of activity, co-creation of value with consumers and stakeholders, the growing importance of consumer experience. The guidelines for the development of university marketing in line with digital transformation at the internal and external levels of university management have been proposed: the transition from university rankings to the ranking of people (employees and university students) as a response to the trends of individualization, personalization and networking, the emphasis on intra-university marketing in comparison with external one, the strengthening of intellectual knowledge-valuable promotional tools in comparison with advertising. New guidelines for transformation of management and marketing of the university were defined.https://vestnik.guu.ru/jour/article/view/2621digital globalizationuniversityholistic marketingdigital transformationnetworkingplatformizationindividualizationartificial intelligence |
| spellingShingle | I. V. Alyoshina UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION Вестник университета digital globalization university holistic marketing digital transformation networking platformization individualization artificial intelligence |
| title | UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION |
| title_full | UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION |
| title_fullStr | UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION |
| title_full_unstemmed | UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION |
| title_short | UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION |
| title_sort | university marketing in an age of digital globalization |
| topic | digital globalization university holistic marketing digital transformation networking platformization individualization artificial intelligence |
| url | https://vestnik.guu.ru/jour/article/view/2621 |
| work_keys_str_mv | AT ivalyoshina universitymarketinginanageofdigitalglobalization |