The importance of event marketing on the example of higher education institutions in Georgia

Abstract

The event marketing approach today is an independent industry. Many leading companies use this type of marketing. But the event marketing approach to education is a comparative innovation. Authors monitored universities for marketing approaches to capture the target market. Authors received information about the workload of universities and their status from offifi cial websites. The information about the marketing activities in the universities we collected on the basis of oral interviews with the administration and students and fifi lling in questionnaires. In modern Georgia, the Education sector in Georgia is one of the well-developed structures, which is logically intertwined with the business sector. There are 86 Universities in the territory of Georgia some of them are LEPL, and the other parts are LTD and NNLE. It turned out that all metropolitan universities, especially the universities of the LTD and NNLE formation, resort to active marketing activities. Regional universities spend less money and time on these events. This is reflfl ected in the prestige of the universities. It must be said that those universities in Georgia, where the event marketing plan is part of the organization’s annual development work plan, can make great strides in terms of involving applicants, as well as in attracting students through mobility from other universities in the country.