Visual content as a key element of marketing communication at universities specializing in design and art

in modern conditions of digital transformation of society and the development of visual culture, the study of the role of visual content in marketing communication of higher educational institutions, especially in the field of design and artistic specialization, is of particular relevance. Visual communication is becoming a key tool for attracting the attention of the target audience and creating a unique image of an educational institution. Visual content is a collection of visual elements used to convey information and generate an emotional response from the target audience. The specifics of marketing communication of universities of design and artistic specialization are related to the fact that educational institutions of design and artistic orientation are characterized by the presence of a creative component as a key element of the educational process, the possibility of visual demonstration of learning outcomes, the presence of project activities as the basis of the educational process, a pronounced practical orientation of learning, as well as an interdisciplinary approach to teaching. In modern conditions of marketing communications development, system planning of the visual component is of particular importance. Effective use of visual content requires its systemic integration into the overall marketing strategy of cross-platform interaction, which ensures the coordinated distribution of content through various communication channels. Successful implementation of visual marketing communication requires compliance with the principles of quality, conceptual unity, relevance, interactivity and adaptability of content. Evaluation of the effectiveness of visual content should be based on an integrated approach that takes into account audience reach, engagement, conversion, brand awareness, and audience loyalty.

marketing, content, digital communication, universities, educational brand, brand perception