Autor
Palabras clave
Resumen

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.

Volumen
9
Número
2
Número de páginas
2-3
Publisher: Masaryk University
Numero ISSN
18054722 (ISSN)
URL
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85102434125&doi=10.5817%2fMuB2020-2-1&partnerID=40&md5=778cdb4ac61c867178cdcfc3ac8e12be
DOI
10.5817/MuB2020-2-1
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