Role of Marketing communication tools in branding: case of University of Finance and Accountancy.

Abstract

This article is aimed to study the role of marketing communication tools in developing brand of a university. Relationship between students\' behaviour in interaction with communication tools and their cognition of brand value\' aspects is verified so as to satisfy the former objective.Analysis of sample surveyed at University of Finance and Accountancy indicates that communition tools such as advertising, public relation, direct Marketing, viral marketing implemented in the university play an important role in enhancing brand value of University of Finance and Accountancy and the university also performs its communication well. The significant policies have been suggested in reference to this research\'s results.