Branding policy of European universities in the context of struggle for resources
Keywords:
university, Europe, branding policy, reforms of higher education system, commercializationAbstract
The article considers branding policy of European universities in the context of struggle for resources. The authors analyze main documents and network resources of some European universities in order to reveal changes in the way their mission and strategies are definedin response to challenges of the environment. The article characterizes the creation of new departments and centers at universities targeted at commercialization of knowledge. The authors emphasize contradictions in contemporary trends in the sphere of higher education and the struggle of the university public against pure commercialization. In the authors’ opinion, the experience of universities under consideration testifies that branding policy can be successfully conducted along with the university's main mission being preservedDOI: http://dx.doi.org/10.17072/2218-1067-2016-4-5-18References
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