Competition in Higher Education Branding and Marketing

National and Global Perspectives

Buch | Softcover

XVII, 254 Seiten

2018 | Softcover reprint of the original 1st ed. 2018
Springer International Publishing (Verlag)
978-3-319-86422-8 (ISBN)

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This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.

Antigoni Papadimitriou is Assistant Professor of Leadership in the Division of Public Safety Leadership at the School of Education, Johns Hopkins University, USA. Her current research focuses on higher education branding and marketing as well as in leadership, innovation, and community development.

Chapter 1. Introduction.- Chapter 2. Pathways from academe to industry: An empirical analysis of academic marketing to prospective students.- Chapter 3. Marketing Context and Branding Content of Private Universities in Chile and Mexico.- Chapter 4. Brand communication in Flemish higher education: A comparison between types of institutions.- Chapter 5. Using a mixed methods approach to examine the (re)imaging of higher education institutions in the Western Balkans.- Chapter 6. Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education through the Use of Websites.- Chapter 7. The impacts of educational brand on students' decision to enroll through advertising brochures for Higher Education Institutions in Surabaya Indonesia.- Chapter 8. The Notion of Branding in the Higher Education Sector: The Case of Hong Kong.- Chapter 9. Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social Identities.- Chapter 10. Branding by Proxy? How hubs market (or not) higher education systems globally: the example of Qatar.- Chapter 11. Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and Marketing.- Chapter 12. Conclusions and Reflections on Branding and Marketing in Higher Education.

Erscheint lt. Verlag	14.8.2018
Zusatzinfo	XVII, 254 p. 3 illus.
Verlagsort	Cham
Sprache	englisch
Maße	148 x 210 mm
Gewicht	359 g
Themenwelt	Sozialwissenschaften ► Pädagogik ► Erwachsenenbildung
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	college and university administrators • Communication Strategies • Consumerism • Critical Discourse Analysis • Entrepreneurship • Globalization
ISBN-10	3-319-86422-X / 331986422X
ISBN-13	978-3-319-86422-8 / 9783319864228
Zustand	Neuware