Title: University heritage as an instrument for the development of the university brand
Variant title:
- Univerzitní dědictví jako nástroj pro rozvoj univerzitní značky
Source document: Museologica Brunensia. 2020, vol. 9, iss. 2, pp. 2-9
Extent
2-9
-
ISSN1805-4722 (print)2464-5362 (online)
Persistent identifier (DOI): https://doi.org/10.5817/MuB2020-2-1
Stable URL (handle): https://hdl.handle.net/11222.digilib/143585
Type: Article
Language
License: CC BY-SA 4.0 International
Notice: These citations are automatically created and might not follow citation rules properly.
Abstract(s)
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
References
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[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.
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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.