Název: University heritage as an instrument for the development of the university brand
Variantní název
Univerzitní dědictví jako nástroj pro rozvoj univerzitní značky
Zdrojový dokument: Museologica Brunensia. 2020, roč. 9, č. 2, s. 2-9
Rozsah
2-9
-
ISSN1805-4722 (print)2464-5362 (online)
Trvalý odkaz (DOI): https://doi.org/10.5817/MuB2020-2-1
Trvalý odkaz (handle): https://hdl.handle.net/11222.digilib/143585
Type: Článek
Jazyk
anglicky
Licence: CC BY-SA 4.0 International
Abstrakt(y)
Nowadays, the universities as social institutions are in crisis therefore they transform its activity and applies all possible means in the year-on-year the increasingly fierce competition for students. University heritage has recently begun to be valued as a tool in such activities. Museums and collections, including museums of university history, physical space and intangible heritage are all elements that have a special influence on the formation of a vision about the university. This article examines the strengths of university heritage in higher education institution policies to attract students as well as how universities in 7 regions in the western part of Ukraine use their heritage to promote, advertise and make a unique university brand.
Univerzity jako společenské instituce v současnosti procházejí krizí. Mění proto své aktivity a nasazují všechny dostupné prostředky, aby uspěly v dlouhodobém nelítostném konkurenčním boji o studenty. V poslední době začalo být univerzitní dědictví vnímáno jako užitečná pomůcka v rámci těchto aktivit. Muzea a sbírky, včetně muzeí univerzitní historie, fyzické prostory a nehmotné dědictví představují prvky, které mají specifický vliv na formování obrazu univerzity. Článek se zabývá významem univerzitního dědictví v rámci strategie institucí vyššího vzdělávání při získávání studentů a prezentuje způsob, jakým univerzity v sedmi regionech na západě Ukrajiny využívají své dědictví na podporu, propagaci a vytváření jedinečné univerzitní značky
Reference
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[2] BULOTAITE, Nijole. University heritage – an institutional tool for branding and marketing. Higher education in Europe, 2003, vol. 28, no. 4, pp. 449–454. ISSN 0379-7724. https://doi.org/10.1080/0379772032000170417 | DOI 10.1080/0379772032000170417
[3] BURMAN, Lars. Att förvalta sitt pund. Om kulturarv och kultursstrategier vid Uppsala universitet [online]. Upssala: Uppsala universitet, 2008. 52 p. [accessed 2020-07-20]. Available from www: https://uu.diva-portal.org/smash/get/diva2:128416/FULLTEXT01.pdf. ISBN 978-91-506-2038-2.
[4] DOSTÁL, Ondřej. Mendel Museum, the first university museum in the Czech Republic – Short excursion to the history of university museums in the Czech Republic. University Museums and Collections Journal [online]. 2010, no. 3, pp. 137–140 [accessed 2020-07-20]. Available from www: https://edoc.hu-berlin.de/bitstream/handle/18452/9343/dostal.pdf?sequence=1&isAllowed=y.
[5] DRIESSCHE, Bernard van den. University and Universality in Belgium. Museum International, 2000, vol. 52, no. 3, pp. 38–44. ISSN 1350-0775. https://doi.org/10.1111/1468-0033.00271 | DOI 10.1111/1468-0033.00271
[6] Effect of University Heritage and Reputation on Attitudes of Prospective Students. International Journal of Nonprofit and Voluntary Sector Marketing [online]. 2014, vol. 20, no. 1 [accessed 2020-07-20]. Available from www: https://onlinelibrary.wiley.com/doi/full/10.1002/nvsm.1515. ISSN 1465-4520.
[7] HULTH, Annica. Universitetets kulturarv – mer än bara samlingar. In Uppsala Universitet [online]. 2009 [accessed 2020-07-20]. Available from www: https://www.uu.se/nyheter-press/nyheter/artikel/?id=579&typ=artikel.
[8] KING, Lindel. University museums in the 21th century – opening address. In KELLY, Melanie (ed.). Managing University Museums. Education and skills. Paris: Organisation for economic cooperation and development, 2001, pp. 19–28. ISBN 92-64-19524-6.
[9] KOSTYUCHENKO, Oleksij and Anastasiya FISHCHUK. Novy'j navchal'ny'j korpus urochy'sto vidkry'to! In Nacional'ny'j universy'tet "Ostroz'ka akademiya" [online]. [accessed 2020-07-20]. Available from www: https://www.oa.edu.ua/ua/info/news/2019/28-11-01.
[10] KOZAK, Zenobia R. The Role of University Museums and Heritage in the 21st Century. The Museum Review [online]. 2016, vol. 1, no. 1, p. 6 [accessed 2020-07-12]. Available z www: http://articles.themuseumreview.org/vol1no1kozak. ISSN 2574-0296.
[11] KOZAK, Zenobia R. Promoting the past, preserving the future: British university heritage collections and identity marketing [online]. St Andrews: University of St. Andrews, 2007. 279 p. [accessed 2020-07-12]. Available from: http://research-repository.st-andrews.ac.uk/bitstream/10023/408/7/ZenobiaKozakPhDThesis.pdf. PhD thesis.
[12] KWIEK, Marek. Nacionalna derzhava, globalizaciya ta Universytet yak modernyj zaklad. Ideya universytetu: Antologiya, pid redakciyeyu Mariyi Zubrycz'koyi. L'viv: Tsentr humanitarnykh doslidzhen Lvivskoho natsionalnoho universytetu, 2002, pp. 269–291. ISBN 966-7007-68-4.
[13] LOURENÇO, Marta C. Between two worlds: the distinct nature and contemporary significance of university museums and collections in Europe [online]. Paris: Conservatoire National des Arts et Métiers, 2005. 405 p. [accessed 2020-07-12]. Available from: http://webpages.fc.ul.pt/~mcLourenço/chapters/MCL2005.pdf. PhD thesis.
[14] MACGRECOR, Alan. University museums: were they ever worth it?. Whipple Museum, University of Cambridge, 4–6 July 2003. Unpublished paper presented at the Conference "University collections: are they worth it?".
[15] MACK, Vanessa. The dual Role of University Museums: Its Influence on Management. In KELLY, Melanie (ed.). Managing University Museums. Education and skills. Paris: Organisation for economic cooperation and development, 2001, pp. 29–37. ISBN 92-64-19524-6.
[16] MARET, Pierre de. Exposing the Ivory Tower. Opuscula Musealia, 2006, vol. 15, pp. 77–83. ISSN 0239-9989.
[17] MURAVSKA, Svitlana. Muzejni zaklady'' u sy'stemi vy'shhoyi osvity' Zaxidnoyi Ukrayiny' na tli svitovy'x tendencij. L'viv: Tsentr pam‘yatkoznavst va NAN Ukraїni i UTOPIK, 2018. 243 p. ISBN 978-966-8999-91-8.
[18] OREKHOVA, Svetlana E. Muzej kak sredstvo formy'rovany'ya korporaty'vnoj kul'tury y' realy'zacy'y' kommuny'katy'vnoj poly'ty'ky' predpry'yaty'ya (na pry'mere ukray'nskogo gosudarstvennogo predpry'yaty'ya pochtovoj svyazy' "Ukrpochta". Journal of Mariupol State University, Series: Philosophy, Culture Studies, Sociology, 2012, no. 3, pp. 83–87. ISSN 2226-2849.
[19] RICHARDS, Aute. The University Museum of Zoology and Cultural Progress. Chronicles of Oklahoma [online]. 1942, vol. 20, no. 3, pp. 265–274 [accessed 2020-07-12]. Available from www: https://cdm17279.contentdm.oclc.org/digital/collection/p17279coll4/id/30868/rec/97.
[20] RISTO, Rinne and Jenni KOIVULA. The Changing Place of the University and a Clash of Values: The Entrepreneurial University in the European Knowledge Society. A Review of the Literature. Higher Education Management and Policy, 2005, vol. 17, no. 3, pp. 91–122. ISSN 1682-3451. https://doi.org/10.1787/hemp-v17-art20-en | DOI 10.1787/hemp-v17-art20-en
[21] SIMPSON, Andrew. Integrating university museums into Museum Studies programs. Opuscula Musealia, 2006, vol. 15, pp. 85–92. ISSN 0239-9989.
[22] The Declaration of Halle, 16 April 2000. In Universum, European University Heritage Network [online]. [accessed 2020-07-12]. Available from: https://www.universeumnetwork.eu/the-declaration-of-halle/.
[23] TIRRELL, Peter B. Dealing with change: university museums of natural history in the United States. Museum International, 2000, vol. 52, no. 3, pp. 15–20. ISSN 1350-0775. https://doi.org/10.1111/1468-0033.00267 | DOI 10.1111/1468-0033.00267
[24] Too many cooks spoil Greenwich University's £80m new building. In The Guardian [online]. [accessed 2020-07-20]. Available from www: https://www.theguardian.com/artanddesign/architecture-designblog/2014/sep/18/greenwich-universitynew-building-heneghan-peng.
[25] Universities World Heritage [online]. International Council of Museums, Committee for University Museums and Collections [accessed 2020-07-20]. Available from www: http://umac.icom.museum/resources/universities-worldheritage/.
[26] 5 ways architecture defines the university brand. In Building Design + Construction [online]. [accessed 2020-07-20]. Available from www: https://www.bdcnetwork.com/blog/5-waysarchitecture-defines-university-brand.