Abstract
The economy of impressions in which the new level of interaction is formed between brands and target audiences gaining particular importance in new market reality. The company in a service sector, including higher education institutions, becomes the provider of “impressions” under these conditions. Impression economy includes art collaboration methods and tools in which different brands take an active part. Currently, cooperation between educational institutions and the art and cultural industries is becoming one of the effective mechanisms for promoting educational brands, increasing consumer loyalty, creating competitive market superiority. The article considers cooperation in the context of the Virtual Museum project between brands such as the Russian State Hydrometeorological University (RSHU) and the Russian Museum.
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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