TY - JOUR
KW - Collection
KW - Intangible cultural heritage
KW - museum
KW - University brand
KW - University heritage
AU - S. Muravska
AU - I. Stasiuk
AB - Nowadays, the universities as social institutions are in crisis therefore they transform its activity and applies all possible means in the year-on-year the increasingly fierce competition for students. University heritage has recently begun to be valued as a tool in such activities. Museums and collections, including museums of university history, physical space and intangible heritage are all elements that have a special influence on the formation of a vision about the university. This article examines the strengths of university heritage in higher education institution policies to attract students as well as how universities in 7 regions in the western part of Ukraine use their heritage to promote, advertise and make a unique university brand.
DO - 10.5817/MuB2020-2-1
M1 - 2
N1 - Publisher: Masaryk University
N2 - Nowadays, the universities as social institutions are in crisis therefore they transform its activity and applies all possible means in the year-on-year the increasingly fierce competition for students. University heritage has recently begun to be valued as a tool in such activities. Museums and collections, including museums of university history, physical space and intangible heritage are all elements that have a special influence on the formation of a vision about the university. This article examines the strengths of university heritage in higher education institution policies to attract students as well as how universities in 7 regions in the western part of Ukraine use their heritage to promote, advertise and make a unique university brand.
SP - 2
EP - 3
TI - University heritage as an instrument for the development of the university brand
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85102434125&doi=10.5817%2fMuB2020-2-1&partnerID=40&md5=778cdb4ac61c867178cdcfc3ac8e12be
VL - 9
SN - 18054722 (ISSN)
ER -