title: Educational organization promotion on the Chinese market: case of Peter the Great St. Petersburg Polytechnic University
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: ÐÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ ÐÐ¸ÑÐ°Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð»Ð¸ÑÐµÑ Ð½Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ° ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Creators: name: Ð¡ÑÑÐ¾ÐµÐ²Ð°, ÐÐ°ÑÑÑ
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: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð²ÑÑÑÐµÐ³Ð¾ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ñ
ÑÑÐ½Ð¾Ðº ÐÐ¸ÑÐ°Ñ
ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ðµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¸Ð½Ð¾ÑÑÑÐ°Ð½Ð½ÑÐµ ÑÑÑÐ´ÐµÐ½ÑÑ
ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¸Ðµ Ð¡ÐÐ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
higher education marketing
Chinese market
international students
strategic communication
Chinese media
promotion

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description: The given work is devoted to examining and enhancing the promotional strategies employed by SPbPU in promoting its educational offerings on the Chinese market. The following tasks were solved in the study: 1. To define the essence and significance of strategic communications on the educational market 2. To analyze peculiarities of higher education promotion 3. To analyze the current landscape of international student recruitment in China, challenges, and opportunities it presents for educational organizations. 4. To explore the promotional activity of SPbPUs in terms of attracting Chinese students, increasing brand awareness, and fostering academic collaborations. 5. To develop an action plan for a communication strategy and provide recommendations for SPbPU and other educational organizations seeking to enhance their promotion strategies and effectively engage with the Chinese student community. The methodology of this paper involves a comprehensive approach, including literature review, in-depth interviews with Chinese students, qualitative and quantitative data analysis, case study analysis. In order to collect the data needed to compete the research we used such platforms as Statista, UNESCO, Times Higher Education. The scientific novelty of this work reflects in an identifying the features of the demand of Chinese youth for educational services, as well as in developing an action plan and recommendations for improving the communication strategy of SPbPU, taking into account these features.