The scientific event – a visibility factor for the university brand

Abstract

Abstract Events are considered to be the most personalised form of marketing, as they generate direct contact with customers and partners. Academic events aim at promoting socio-economic values by facilitating collaborative partnerships with the involvement of academics, researchers, graduates, students and representatives of the economic environment. They also aim to set up participatory networks between socio-economic actors, academic centers and research institutes, as well as between different communities at national and international level in different fields of activity. The experience offered to the participants creates a close relationship with the academic brand, which gains a human face, which positively influences the way it is perceived by the public. Through academic events, it is favored to combine ideas, generate new concepts and phenomena that are useful to society’s progress. Moreover, by debating and analysing current trends on how both the economy and the university are affected, new theoretical and practical opportunities can be identified. The main purpose of experiential marketing in academic events is to create memorable and long-lasting ties between the participants and the academic environment, as well as to generate real opportunities for socialisation and interpersonal interactions. The article will treat the results of a qualitative exploratory marketing research. It aims at clarifying and understanding the paradigm of the scientific event as a factor of university visibility. In this sense, we aimed to identify the relationship of interdependence between the scientific event and the brand of an university.