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Universities and Regions: Struggle for Brands

Universities and Regions: Struggle for Brands


7-8 September 2017 the Vladimir Potanin Foundation and the Russian National Training Foundation supported by the Russian Ministry of Education and Science co-host a 2-day workshop on university reputation management and brand development. The workshop will follow a thematic public discussion by leading sector experts which will as well present results of the annual ranking of the Vladimir Potanin Fellowship Program.

The workshop is addressed to heads and deputy heads of communication departments of universities, vice rectors and senior communication professionals.

The reputation of a university is a category of significant importance in the information economy. Universities are ranked according to various indicators: the level of academic achievement, percentage of foreign students, number of scientific publications, employment of graduates, availability of prestigious prizes, technical and library equipment, etc.

A university brand may affect the reputation of a whole region where is it located. Accordingly, the region may also be interested in the university's leading positions in ratings. A powerful university brand can become a driving force for the development of the region as a whole, its unique competitive advantage. Thus, the reputation of a university fulfills the function of investment.

The workshop themes include:

  • A regional university as a competitive advantage of the territory. What are the ways to become it?
  • Employment of graduates. How a regional university can build relationships with employers and production?
  • Development of new projects. What to develop?
  • Battles for talent. How a regional university can attract best scientists, professor and employees.

Among the speakers there are:

  • Irina Arzhanova, executive director, Russian National Training Foundation
  • Sergey Zverev, head of Integrated Communications Dept, Higher School of Economics
  • Oksana Oracheva, general director, the Vladimir Potanin Foundation
  • Charo Sadaba, assistant dean for Research and Postgraduate Programs and Professor of the School of Communication, the University of Navarra
  • Alexander Sobolev, State Policy in Higher Education Dept, Russian Ministry of Education and Science.

Other participants will represent leading universities from across Russia and media.

To register for the event(s)