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Abstract
The current state of the educational services market requires higher education institutions (hereinafter - HEIs) to properly integrate information technologies into strategic development. The relevance of the study is due to the intensification of competition between HEIs within the country. That is why the management of Ukrainian leading HEIs pays special attention to the use of information technologies in strategic development. The integration of information technologies is a complex, multi-stage process that affects all information systems of higher education institutions and the business processes that take place in them. The article evaluates the visual communication system effectiveness in the promotion channels of the UDFSU (now - DSU) structural division. This is a result of strategic planning development and corporatestyle implementation. The question investigated the information usage of technologies in the organization's strategic planning. The conceptual approach applied to the methodology of this study, from the perspective of strategic marketing, can be used for various areas of business and organizations.
Keywords: corporate style, visual communication, brand book, media design technologies, strategic plan, marketing management mechanism.
Problem formulation
Both scientists and practitioners are paying more and more attention to the field of corporate style and strategic planning. They focus on measures developed of the visual communication system in promotion channels, which ensures the maintenance of leadership positions in a certain field.
This study is based on the analysis of literary sources related to the key aspects of strategic development in higher education institutions, as well as the historiography of the organization's corporate style.
The relevance of the research is that the final design of the corporate logo, as a basic component of corporate style, and its measurement does not yet exist.
Analysis of recent research and publications, highlighting previously unresolved parts of the overall problem. The strategic planning importance of higher educational institutions (hereinafter - HEIs) is considered in the works of domestic scientists such as: Bublyk M.I. [1], Marukhlenko O.V. [2]., Lyashenko O.M. [3].
However, the importance of the media design influence on the strategic development of HEIs was little studied in the works of domestic and foreign scientists. According to Daryl Travis, "A brand is a kind of handshake used by generations of people as a sign that a deal is a good...