ECONOMICS AND CULTURE Vol. 6 Riga 2012 Economics and Culture. 2012, Vol. 5 ISSN 2255-7563 Editors-in-chief Staņislavs Keišs, Professor, the University College of Economics and Culture (Latvia) Velga Vēvere, assoc. Professor, the University College of Economics and Culture (Latvia) Editorial Board Ineta Kristovska, Dr.philol., Dr.oec., assoc. professor, the University College of Economics and Culture (Latvia) Leonid Cibovskiy, Cand.paed., assist.professor, Institute of Entrepreneurship (Belarus) Waldemar Dotkuś, Dr.habil. oec., professor, Wroclaw University of Economics (Poland) Toomas Haldma, PhD, professor, University of Tartu (Estonia) Valiantsina Hedranovich, PhD, Minsk Institute of Management (Belarus) Zaiga Ikere, Dr. habil. philol., professor, Daugavpils University (Latvia) Helma Jirgena, Dr.oec., assoc. professor, Institute of Economics, the Latvian Academy of Sciences (Latvia) Anikó Kalman, Dr. habil., Budapest University of Technology and Economics (Hungary) Gundars Ķēniņš Kings, PhD, Dr.h.c., Dr.habil.oec., professor, School of Business Administration, Pacific Lutheran University (USA) Arvydas Virgilijus Matulionis, Dr. habil.oec., professor, Lithuanian Social Research Centre, Member of Lithuanian Academy of Sciences (Lithuania) David E. McNabb, PhD, professor emeritus, School of Business Administration, Pacific Lutheran University (USA) Borisas Melnikas, Dr.habil.oec., professor, Vilnius Gediminas Technical University (Lithuania) Ebba Ossianillsson, PhD, professor, Lund University (Sweden) Dzintra Paegle, Dr.philol., assoc. professor, the University College of Economics and Culture (Latvia) Milan Pol, PhD, professor, Masaryk University (Czech Republic) Arild Saether, Dr.oec., professor, University of Agder (Norway) Jānis Sīlis, Dr.philol., professor, Ventspils University College (Latvia) Indra Sinka, PhD, senior lecturer, the Open University (the United Kingdom) Biruta Sloka, Dr.oec., professor, University of Latvia (Latvia) Ojārs Spārītis, Dr.art., professor, Art Academy of Latvia (Latvia) Helka Urponen, PhD, professor, University of Lapland (Finland) Vita Zariņa, Dr.oec., assoc. professor, School of Business Administration Turība (Latvia) Aija Ziemeļniece, Dr.arch., assoc. professor, Latvia University of Agriculture(Latvia) Secretary Inga Šīna, assoc. Professor, the University College of Economics and Culture (Latvia) Articles in the journal are double-blind peer reviewed Publisher: The University College of Economics and Culture Address: Lomonosova 1/1, Riga LV 1019 Telephone: (+371) 26811600 e-mail: zinā[email protected] Fax: (+371) 67114111 Home page: http://www.eka.edu.lv/public Literary editors Aiga Švalkovska CONTENTS Education, labour market and policy of migration – challenges and solutions Antonenko Iryna (Ukraine). EVENT-MARKETING AS AN INSTRUMENT IN PRODUCING A FAVORABLE IMAGE OF THE COMPANY ..................................7 Ben-Jakob Michael (Israel). ABOUT MODEL OF ECONOMIC EDUCATION FOR ADULT IMMIGRANTS .....................................................................................15 Daszykovska Jadwiga, Rewera Miroslaw (Poland). POLISH SCHOOL AS A PLACE OF STUDENT’S DEVELOPMENT. FROM TRADITION TO INNOVATION.............................................................................................................29 Derii Zhanna (Ukraine). MIGRATION AS A FACTOR OF HUMAN CAPITAL INCREASE ..................................................................................................................49 Dubra Ilona (Latvia). INNOVATION CREATION DETERMINANTS IN LATVIAN ENTERPRISES .........................................................................................57 Gedranovich Alexander, Hedranovich Branislau (Belarus). CONSTRUCTING COMPOSITE PERFORMANCE INDICATORS: CASE STUDY OF BELARUSSINA UNIVERSITIES...............................................................................67 Hedranovich Valliantsina, Hedranovich Volha (Belarus). COMPETITIVE ADVANTAGES OF INSTITUTTIONS OF HIGHER EDUCATION IN THE INFORMATION ECONOMY.....................................................................................79 Kozaka Gaļina, Jakubāne Judīte (Latvia). COLLABORATION RESEARCH OF STATE EMPLOYMENT AGENCY AND EMPLOYER ...........................................89 Lapiņa Gundega, Slaidiņš Ilmārs (Latvia). RAISING COMPETITIVENESS BY DEVELOPMENT OF INNOVATION MANAGEMENT SKILLS..........................105 Luka Magdalena (Poland). VALUE OF WORK FOR THE DEVELOPMENT OF MODERN BUSINESS.........................................................................................119 Manzhalii Svitlana (Ukraine). IMPLEMENTATION OF RU MIGRATION POLICY IN THE PROCESS OF RESTRUCTURING THE EMPLOYMENT OF LABOR RESOURCES OF UKRAINE ...............................................................127 McNabb David, Ķēniņš Kings Gundars, Pētersons Andris (USA, Latvia). A COMPARISON OF SOCIAL WELFARE POLICIES IN THE BALTIC STATES .............................................................................................133 Molchanova Elena (Ukraine). Modern FEATURES OF ADJUSTING IN THE LABOR-MARKET ....................................................................................................157 Mroz Jan T. (Poland). FEATURES OF EXCELLENT FIRMS AND OPPORTUNITIES OF THEIR IMPLEMENTATION FROM TRADITIONAL INTO NEW ECONOMY ...........................................................................................169 Roamanovskiy Oleksandr, Romanovska Yuliia, Romanovska Oleksandra, Horpynchuck Kateryna (Ukraine). FUTURE MANAGERS: LANGUAGE COMPETENCE FORMING AND MORAL ETHICS QUALITIES BRINGING-UP ..........................................................................................................183 Roggo Mathias (Switzerland). HUMAN CAPITAL IN CULTURAL CONTEXT ...195 Šīna Inga (Latvia). MEDIUM-TERM PROBLEMS AND PERSPECTIVES OF LATVIA’S ECONOMIC SECTOR – TEXTILE INDUSTRY SECTOR .................207 Truskolaska Justyna (Poland). HOMESCHOOLING – THE INNOVATIVE SOLUTION IN ECONOMICS...................................................................................217 Vēvere Velga (Latvia). NEW RULES OF PUBLIC ENGAGEMENT: ROLE OF SOCIAL MEDIA IN SCIENCE COMMUNICATION............................225 Zīle Alelita (Latvia). METHODOLOGY OF CORRELATION OF THEORETICAL AND PRACTICAL ASPECTS .....................................................239 Professional and educational innovations in translation and interpreting Gurtaja Kristīne (Latvia). TRANSLATION OF SCIENTIFIC ARTICLES’ TITLES.......................................................................................................................247 Kārkliņa Silvija, Ivanova Ilze (Latvia). THE EUROPEAN LANGUAGE PORTFOLIO – A WAY TO THE DEVELOPMENT OF SUSTAINABLE LANGUAGE LEARNING ENVIRONMENT WITHIN NON-FORMAL EDUCATION IN LATVIA........................................................................................251 Paegle Dzintra (Latvia). TRANSLATOR’S LATVIAN LANGUAGE.....................259 Sviķe Silga (Latvia). INFORMATIVE VALUE OF INTRODUCTIONS TO BILINGUAL DICTIONARIES: LATVIAN PRACTICE .........................................269 Education, labour market and policy of migration – challenges and solutions The Meaning of Intuitive and Rational Thinking in Management Decision Making 18 ECONOMICS AND CULTURE EVENT-MARKETING AS AN INSTRUMENT IN PRODUCING A FAVORABLE IMAGE OF THE COMPANY Iryna Antonenko doctor of sciences, professor of the department of Kyiv National University of Trade and Economics [email protected] Abstract The present paper deals with modern marketing instruments, such as event-marketing that facilitates a considerable enhancement to brand awareness, creating a favourable image of the company. The article presents examples of various formats, rules, future trends in the event industry. Key words: event-marketing, event-management, strategy, image, brand, marketing communications Research and findings Modern society is characterized by two fundamental aspects: mass production and mass consumption. Accordingly, to ensure the mass consumption of their products a lot of manufacturers resort to mass advertising that grants a low cost of contact with the potential audience. Over time, the consumer no longer hears the similar messages in the form of the infinite dimensions of the information flow that stems from all the advertising messages, transmitted in the press, radio and television. The marketing strategy of a company is constructed from a standard set of tools: mass advertising in the media, participation in and organization of events, sponsorship, endorsement of PR etc. However, the environment is changing every day, the competitors devise new substandard moves, and the potential consumer is becoming all the more sophisticated in his propensities, thus ceasing to respond to the direct advertising. When traditional advertising methods no longer work, and the markets are exuberant with identical offers, all the more companies are turning to implementation of their event-marketing strategies for brand promotion. According to the latest research data, the share of event-marketing in the total volume of the national market of BTL-services constitutes only approximately 15%. To compare, the foreign companies allocate up to 65% of their total advertising budget for organizing similar events. Research on the subject of event-marketing is reflected in the scientific papers and practical recommendations of prominent foreign scientists and businessmen, such as 7 Event-Marketing as an Instrument in Producing a Favorable Image of the Company A. Berlov,