Modern trends in event marketing in promoting the university brand

Abstract

We consider current trends in event marketing in relation to various areas. Event marketing is focused on building a strong emotional connection between brand and audience. As the practice of domestic and foreign universities shows, event marketing is in demand in promoting the brands of an educational institution. We present the most striking cases of special events of domestic and foreign universities. Despite the downturn in the special events market caused by the pandemic, special events are becoming more diverse in form (a hybrid special event format has been developed) and more original in content. In the university environment, there has been a trend towards a transition from narrowly corporate events to events focused on the widest possible audience, from traditional events (“First-Year Student Day”, “Student Spring Festival”) to branded events that characterize the university as a subject of the public life of the region. As examples of special events aimed at various audiences, the events of the Derzhavin Tambov State University (“Career Forum”, “First-Year Student Week”, “Derzhavin Mile”, “Derzhavin Regatta”, “Derzhavin Ski Track”).