Abstract:
Communication campaigns are designed to raise awareness, change people’s
behaviour and build relationships with target audiences. It has already become an
integral part of sustainable growth for many businesses, civil society organisations, the
education sector and even governments around the world. The purpose of this study is
to explore how strategic communication campaigns could highlight the unique value of
the American Studies program at Kyiv National Linguistic University (KNLU). I will
explore the complete process of creating, implementing and measuring a
communication campaign aimed at promoting specialized academic programs in a
competitive landscape.
