Capacity of the Promotion Tool to Market a University Abroad: Case of Regional Cooperation

Marketization of higher education influences the decision making process at universities. The task to find the best promotion ways with a high potential to market a university abroad proves that it is necessary to study the marketing communication complex from new points of view. It is necessary to pick up new formats of communication with the target audiences and adopt available promotion tools to these formats. The research presents the positive case of new format exhibition as an example of event marketing and promotion tool with high potential. This practice of educational cooperation in a particular region is relevant to contemporary trends. The authors describe prerequisites for choosing the destination for regional cooperation in sphere of internationalization. Regionalization of higher education on a global scale is presented as a trend. The analysis of external factors reveals that Mongolia should be chosen as a cross-border priority partner. The study provides arguments that there are additional target audiences for the university promotion and describes promising directions for the cooperation. The authors identified the most effective improvements of the university promotion policy.