PROMOTION AS A COMPONENT OF HIGHER EDUCATION QUALITY ENHANCEMENT

Abstract

The article presents a comprehensive theoretical and methodological analysis of the concept of "promotion" in the context of the strategic management of higher education institutions (HEIs), taking into account the dynamics of transformation in the modern educational environment influenced by globalization, digitalization, and internationalization. The evolution of the interpretation of "promotion" in communication, educational, and marketing discourses is explored – from traditional market-driven promotional tools to a complex, integrated mechanism that ensures the university's reputational capital and strategic visibility in national and global educational markets. It is substantiated that promotion is not merely a part of informational policy, but a key component of strategic marketing, reputation management, brand communications, institutional positioning, and the formation of the university’s Unique Value Proposition (UVP). Promotional activities play a decisive role in attracting prospective students, establishing international cooperation, expanding partnership networks, and building lasting trust among core target audiences (students, parents, alumni, employers, donor organizations). The article emphasizes the need to develop a systemic, long-term, and vision-oriented strategy for promotional activity that aligns with the mission, values, and academic profile of each HEI. It is demonstrated that effective promotion not only enhances institutional competitiveness but also contributes to the harmonization of the university’s academic, communication, marketing, and managerial subsystems. The UVP is highlighted as the conceptual core of brand identity, capable of differentiating the educational offering in a saturated services market. The article proposes promising directions for future research, including: empirical evaluation of the impact of promotional activity on admissions performance; development of adaptive branding models under digital transformation conditions; comparative analysis of international practices in higher education promotion; creation of indicators to assess the effectiveness of marketing communications in HEIs; and examination of the relationship between brand strength and institutional sustainability.