Management of Ethical University Brand Promotion on the International Markets

Abstract

The export of Russian education is linked to promoting universities internationally. Following ethical standards when promoting a brand strengthens its image, reputation, and attractiveness to foreign students. This chapter identifies issues with marketing communications between Russian universities and international students. It proposes a model for managing ethical brand promotion conceptually and practically. Desk research methods were used, including synthesis, traditional content analysis, and interdisciplinary assessment. The conceptual level manages ethical promotion through social/ethical marketing from three perspectives: caring for current and future students, applying values to educational services, and legal brand responsibility. The practical level uses social/ethical tools like PR and integrated communications ethically. Recommendations were expressed by (1) in detailing approaches to social and ethical marketing based on segmentation of foreign students according to priority individual and cultural values, and behavior patterns of students from different generations Y and Z when choosing a university, based on differentiated brand positioning for target segments; (2) in the systematization of international and Russian regulatory documents establishing the rules of ethical marketing communications; (3) in systematizing the ethical principles of brand promotion via the Internet and digital channels; and (4) in developing activities that allow universities to ensure confidentiality in marketing communications with the brand’s target audience.