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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Autor principal: I. V. Alyoshina
Formato: article
Lenguaje:RU
Publicado: Publishing House of the State University of Management 2021
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Acceso en línea:https://doaj.org/article/ae84ef9dcdbd4e978d6355dee94f0f59
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spelling oai:doaj.org-article:ae84ef9dcdbd4e978d6355dee94f0f592021-12-03T07:43:35ZUNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION1816-42772686-841510.26425/1816-4277-2021-1-20-27https://doaj.org/article/ae84ef9dcdbd4e978d6355dee94f0f592021-02-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/2621https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415Digital 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.I. V. AlyoshinaPublishing House of the State University of Managementarticledigital globalizationuniversityholistic marketingdigital transformationnetworkingplatformizationindividualizationartificial intelligenceSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 1, Pp 20-27 (2021)
institution DOAJ
collection DOAJ
language RU
topic digital globalization
university
holistic marketing
digital transformation
networking
platformization
individualization
artificial intelligence
Sociology (General)
HM401-1281
Economics as a science
HB71-74
spellingShingle digital globalization
university
holistic marketing
digital transformation
networking
platformization
individualization
artificial intelligence
Sociology (General)
HM401-1281
Economics as a science
HB71-74
I. V. Alyoshina
UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION
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
author I. V. Alyoshina
author_facet I. V. Alyoshina
author_sort I. V. Alyoshina
title UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION
title_short 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_sort university marketing in an age of digital globalization
publisher Publishing House of the State University of Management
publishDate 2021
url https://doaj.org/article/ae84ef9dcdbd4e978d6355dee94f0f59
work_keys_str_mv AT ivalyoshina universitymarketinginanageofdigitalglobalization
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