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
university heritage; museum; collection; intangible cultural heritage; university brand
univerzitní dědictví; muzeum; sbírka; nehmotné kulturní dědictví; univerzitní značka
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