title: Ð ÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ðµ Ð¸ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ Ð½Ð° Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð¼ ÑÑÐ½ÐºÐµ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¤ÐÐÐÐ£ ÐÐ Â«Ð¡ÐÐ±ÐÐ£Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Advertising and PR promotion of educational services in the international market (case study of SPbPU)
Creators: name: ÐÑÐ·Ð½ÐµÑÐ¾Ð²Ð°, ÐÐ½Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ðµ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ðµ
Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½ÑÐµ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÐµ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ
Ð¸Ð½ÑÐµÑÐ½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ñ
ÑÐºÑÐ¿Ð¾ÑÑ Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½ÑÑ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³
promotion
advertising
international education
international educational programs
internationalization of education
export of international educational services

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð¹ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¤ÐÐÐÐ£ ÐÐ Â«Ð¡ÐÐ±ÐÐ£Â» Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÑÑÐ»Ð¾Ð²Ð¸ÑÑ. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÑÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ Ð¸ PR-Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð¤ÐÐÐÐ£ ÐÐ Â«Ð¡ÐÐ±ÐÐ£Â». Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÐµ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐµ Ð¸ PR-Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸ ÐºÐ°Ð½Ð°Ð»Ñ. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ» Ð²ÑÐ±ÑÐ°Ð½ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð¤ÐÐÐÐ£ ÐÐ Â«Ð¡ÐÐ±ÐÐ£Â». Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ Ð¤ÐÐÐÐ£ ÐÐ Â«Ð¡ÐÐ±ÐÐ£Â» Ð½Ð° Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð¼ ÑÑÐ½ÐºÐµ, ÐºÐ¾Ð½ÐºÑ-ÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð²ÑÐ´ÐµÐ»ÐµÐ½Ñ ÑÐ¸Ð»ÑÐ½ÑÐµ Ð¸ ÑÐ»Ð°Ð±ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ°. ÐÑÑÐ¾Ð´Ñ Ð¸Ð· Ð¿ÑÐ¾Ð²ÐµÐ´ÑÐ½Ð½Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð° ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² WeChat Ð¸ Ð² Baidu. ÐÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð±ÑÐ»Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð¾Ð²Ð°Ð½Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ° Ð½Ð° Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð¼ ÑÑÐ½ÐºÐµ.
description: This dissertation is about promotion of international educational activities of SPbPU in modern conditions. The advertising and PR-activities of SPbPU are studied. We have analyzed international market of educational services and examined advertising and PR tools and channels used in the market. St. Petersburg Polytechnic University of Peter the Great was chosen as the object of research. The subject of the research is communication activities of SPbPU. In the practical part, the analysis of promotion of educational services of SPbPU in the international market, competitive analysis, highlighting the strengths and weaknesses of the university were conducted. Based on the research, a communication campaign for promotion in WeChat and Baidu was compiled. The campaigns were implemented. As a result, recommendations on the planning and implementation of the strategy of university promotion in the international market were developed.