APPLICATION OF INTERACTIVE ONLINE AND OFFLINE METHODS IN THE FORMATION OF THE BRAND OF EDUCATIONAL INSTITUTION: PRACTICAL ASPECT

Abstract

In the article in a practical example is described the role of the application of interactive methods in the formation of the brand of an educational institution. Particular attention is paid to the use of survey methods and monitoring to determine the level of designation of target groups for this topic. With a help of the PR- audit of the image of the Boris Grinchenko Kiev University, using questioning and monitoring, it has been determined that the most effective methods of forming and promoting a brand of an educational institution is the development and support of the educational institution’s website, us-ing of the social networks and the construction of a strategy of activity in them, the use of image events and establishing partnerships with the media, provided that they create and provide them with quality informational content. After conduction with the purpose of determining the most effective methods for forming the brand of an educational institution and referring to the research conducted and the needs of the target groups, the concept and program of the Forum «The brand of an educational institution: from concept to popularity» was developed. With the implementation of the Forum and the study of the participants’ impressions of the event, the necessity of training the representatives of the education sphere in basic skills in the formation and promotion of the brand of an educational institution is substantiated. Upon completion of the Forum, the organizers of the event conducted an additional survey on the participants’ sentiments to continue studying the theme of the development and promotion of the brand of the educational institution. The results of the survey confirm the fact that the irreversible development process, which is based on the involvement of innovative interactive means, is an urgent requirement of time that the representatives of educational institutions of Ukraine are willing to take.