The Place of Business Events in the Brand's Marketing Communications System (on the Example of Business School "International Institute of Business")

The article examines the issue of current situation in Ukraine, high level of competition with low-cost goods. It is noted that the undeniable advantage of any company that helps it to fight for the consumer is the brand — the most valuable enterprise’s resource. Marketing communications are used to support its operation, which guarantees the identification of the goods and the added value. The article explores “Integrated Marketing Communications” system as a way of combining key components of promotion and provides a list of requirements for them. The article discusses the construction of own brand as the result of integrated marketing communications. Emphasis is placed on the fact that "brand" is an intangible product that is perceived by consumers through the senses. It is emphasized that in the image of any trademark the emotional component always prevails; its core resource is consumer confidence, "innate" or acquired values, positive associations that form a brand identity. An analogy is made with events where visitors also receive information through the senses (through videos, prints, music, coffee breaks, etc.). Using theoretical research, scientific papers and publications, the definition of the term "business event" is provided. Based on the analysis, it is emphasized that events play a significant role in the system of building a successful company brand, as they use all person’s feelings (as well as the brand), which positively influences consumers attitude to the brand, attracting their attention, remembering the event as something extraordinary. The marketing goals of business school “International Institute of Business” and the ways to achieve them are substantiated. The main features of promoting a business school product — education, are outlined. The analysis of the marketing communications part of the brand of the school, which includes business events was carried out. Their role, goals and results are analyzed, including new clients' attraction, acquaintance with MBA education and more. Thus, the article shows the effectiveness of business events in general and the relevance of their inclusion in brand marketing communications on a specific example of an enterprise — business school