Abstract
In new market reality the economy of impressions in which the new level of interaction between brands and target audiences is formed is gaining particular importance. In these conditions the company in a service sector, including higher educational institutions, becomes the supplier of impressions. The economy of impressions includes methods and tools of art collaboration in which active part is taken by various brands. At the present stage cooperation of education institutions with art and culture industries is becoming one of the effective mechanisms of educational brand promotion, increase of consumer loyalty, creation of competitive superiority in the market. The article considers cooperation between such brands as Russian State Hydrometeorological University (RSHU) and the Russian Museum within the framework of Virtual Museum project.
Highlights
The modern world is undergoing a new stage of evolutionary development
Higher education institutions have well-manifested specific features of their service promotion based on the final product: firstly – education service, secondly – the expert trained for labor market
For the disclosure of the opportunities of the virtual museum in the system of university promotion we will consider this model on the example of the federal state budgetary education institution of a higher education "Russian State Hydrometeorological University", further - RSHU
Summary
The modern world is undergoing a new stage of evolutionary development. Such changes entail changes in many spheres of human activity, including education, culture, economy, creating new conceptions and approaches, such as behavioural economy, confidential marketing, marketing of relationship, economy of impressions etc.The term "economy of impressions" gets a special sense and value in new market reality that has gone beyond three classical economic categories: "raw materials – goods – services". The modern world is undergoing a new stage of evolutionary development. Such changes entail changes in many spheres of human activity, including education, culture, economy, creating new conceptions and approaches, such as behavioural economy, confidential marketing, marketing of relationship, economy of impressions etc. The term "economy of impressions" gets a special sense and value in new market reality that has gone beyond three classical economic categories: "raw materials – goods – services". The economy of impressions describes the emergence of the new, fourth economic category – "impression". They cardinally differ from services and goods
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