Event Marketing as a Tool for Shaping the Image of the University

   Relevance. Currently, universities in our country provide similar educational services regulated by state educational standards, therefore, a positive image of an educational organization is of particular importance, contributing to an increase in consumer loyalty and forming the uniqueness of a university. The image and reputation of the university become fundamental factors when choosing a place of study. Event marketing, based on the approaches of marketing, advertising, PR, various digital technologies, is able to strengthen internal communications, promote services to the market, and influence the size of the university's intangible assets.
   The purpose is analyze special events that contribute to the formation of a positive image of the university.
   Objectives. Achieving this goal determined the formulation and solution of the following tasks: to study the possibilities of event marketing and its impact on the formation of a positive image by establishing an emotional connection with the target audience; substantiate the need to develop a university event map to strengthen the corporate culture; analyze special events of TSU named after Derzhavin.
   Methodology. To reveal the essence of the formation of the image of the university with the help of event marketing, the methods of generalization, comparison, and the method of theoretical analysis of the sources of the problem under study were used.
   Results. The article deals with the special events of the university, which are based not only on knowledge in the field of mass and corporate communications, but also on the formation based on a communication audit. The analyzed activities were divided into categories.   Conclusions. The conducted research allowed us to conclude that the use of event marketing helps to create a positive image, strengthen corporate culture, promote services, increase intangible assets, and increase student involvement in the educational process.

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