BRAND MANAGEMENT STRATEGIES AND TACTICS OF LUTSK NTU

Abstract

The theoretical bases of the concept of brand management of a higher education institution are considered in the article. The dependence between the amount of students involved in studying, the received financial proceeds from payment for educational service and the cost of OPP brand is determined. To develop a brand positioning strategy, we form a matrix of positioning of Lutsk NTU sub-brand by 2 indicators: the degree of prestige of educational service in the market segment and the relative share of the market occupied by the sub-brand OPP. Suppose that the higher the degree of prestige of an educational service, the higher the level of profitability. Having estimated the profitability indicators of Lutsk NTU brand by sub-brands of OPP at the beginning of the 2018-2019 academic year, it was found that the highest level of potential revenues from payment for educational service is: 192 Construction and civil engineering - 8.7%; 133 Sectoral machine building - 7.2%; 076 Entrepreneurship, Trade and Stock Exchange and 122 Computer Science - 5.8%, respectively; 131 Applied Mechanics - 5.5%; 141 Electricity, Electrical Engineering and Electromechanics and 073 Management - 5.2%, respectively; 071 Accounting and taxation - 4.7%; 275.03 Transport technologies (by road) - 4.6%; 123 Computer Engineering - 4.3%. The lowest level of potential income from payment for educational service is: 113 Applied mathematics - 0.43%; 152 Metrology and information and measurement equipment - 0.46%. OPP sub-brands have slightly higher value of potential revenues in Lutsk NTU: 035.10 Philology (applied linguistics), 125 Cyber security, 205 Forestry, 232 Social security, 191 Architecture and urban planning. It is worth noting that these specialties have recently opened at Lutsk NTU and are not accredited at the first and second educational levels, but show a positive dynamics of cash flow for the provided educational services.

OPP sub-brands in Lutsk NTU are distributed and the matrix of their positioning is formed. Depending on the results of the sub-brand survey to strengthen the corporate brand management strategy of Lutsk NTU, we will formulate appropriate strategies:if the degree of prestige of the educational service is low and the relative share of the market is high, then the Lutsk NTU sub-brand is accessible; if the degree of prestige of the educational service is high and the relative market share is low, then the Lutsk NTU sub­brand is selective; if the degree of prestige of educational service and relative market share are low, then Lutsk NTU sub-brand is deadlocked; if the degree of prestige of educational service and relative market share are high, then Lutsk NTU sub-brand is prestigious.It has been established that HEI brand management

NTU (selective brand; prestigious brand; accessible brand; deadlocked brand) and brand management tactics are proposed.