University and place branding: The case of universities located in ECC (European Capital of Culture) cities
In the globalising landscape of higher education more and more universities are going international. These universities are facing growing competition, especially in enrolling international students. International competition forces them to use marketing and especially branding activity. University...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Business in Osijek
2015-03-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/202500 |
| _version_ | 1797333041512710144 |
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| author | Gábor Rekettye Gyöngyi Pozsgai |
| author_facet | Gábor Rekettye Gyöngyi Pozsgai |
| author_sort | Gábor Rekettye |
| collection | DOAJ |
| description | In the globalising landscape of higher education more and more universities are going international. These universities are facing growing competition, especially in enrolling international students. International competition forces them to use marketing and especially branding activity. University branding requires that the higher education institutions clearly define their differentiating features. One of the most important differentiating features is the place where the institution is located. University and place branding should work together to help the potential students in their decisions to choose the place of their study. The ECC (European Capital of Culture) program which started in 1985 has helped many cities to identify their values and to develop their place branding activities. The study examines how the European Capital of Culture designation of the city helped the marketing activities of the universities located in these cities. The study attempts to explore to what extent universities located in ECCs used this special feature of their cities in their international marketing communication. The paper also attempts to analyse the effects the European Capital of Culture title could have on the international student enrolment activity of the concerned universities. |
| first_indexed | 2024-03-08T07:57:07Z |
| format | Article |
| id | doaj.art-d0f0ebb3ad094f119945f4e114c0770b |
| institution | Directory Open Access Journal |
| issn | 0353-359X 1847-2206 |
| language | English |
| last_indexed | 2024-03-08T07:57:07Z |
| publishDate | 2015-03-01 |
| publisher | Faculty of Economics and Business in Osijek |
| record_format | Article |
| series | Ekonomski Vjesnik |
| spelling | doaj.art-d0f0ebb3ad094f119945f4e114c0770b2024-02-02T13:27:41ZengFaculty of Economics and Business in OsijekEkonomski Vjesnik0353-359X1847-22062015-03-0128S1324University and place branding: The case of universities located in ECC (European Capital of Culture) citiesGábor Rekettye0Gyöngyi Pozsgai1University of Pécs, Faculty of Business and Economics, Pécs, HungaryUniversity of Pécs, International Relations Office, Pécs, HungaryIn the globalising landscape of higher education more and more universities are going international. These universities are facing growing competition, especially in enrolling international students. International competition forces them to use marketing and especially branding activity. University branding requires that the higher education institutions clearly define their differentiating features. One of the most important differentiating features is the place where the institution is located. University and place branding should work together to help the potential students in their decisions to choose the place of their study. The ECC (European Capital of Culture) program which started in 1985 has helped many cities to identify their values and to develop their place branding activities. The study examines how the European Capital of Culture designation of the city helped the marketing activities of the universities located in these cities. The study attempts to explore to what extent universities located in ECCs used this special feature of their cities in their international marketing communication. The paper also attempts to analyse the effects the European Capital of Culture title could have on the international student enrolment activity of the concerned universities.http://hrcak.srce.hr/file/202500European Capital of Culturecross marketingstudent enrolmentuniversity brandingplace branding |
| spellingShingle | Gábor Rekettye Gyöngyi Pozsgai University and place branding: The case of universities located in ECC (European Capital of Culture) cities Ekonomski Vjesnik European Capital of Culture cross marketing student enrolment university branding place branding |
| title | University and place branding: The case of universities located in ECC (European Capital of Culture) cities |
| title_full | University and place branding: The case of universities located in ECC (European Capital of Culture) cities |
| title_fullStr | University and place branding: The case of universities located in ECC (European Capital of Culture) cities |
| title_full_unstemmed | University and place branding: The case of universities located in ECC (European Capital of Culture) cities |
| title_short | University and place branding: The case of universities located in ECC (European Capital of Culture) cities |
| title_sort | university and place branding the case of universities located in ecc european capital of culture cities |
| topic | European Capital of Culture cross marketing student enrolment university branding place branding |
| url | http://hrcak.srce.hr/file/202500 |
| work_keys_str_mv | AT gaborrekettye universityandplacebrandingthecaseofuniversitieslocatedinecceuropeancapitalofculturecities AT gyongyipozsgai universityandplacebrandingthecaseofuniversitieslocatedinecceuropeancapitalofculturecities |