Competition in higher education branding and marketing : national and global perspectives / Antigoni Papadimitriou, editor.

Format:

Book

Contributor:

Papadimitriou, Antigoni, editor.

Language:

English

Subjects (All):

Education, Higher--Marketing.

Education, Higher.

Branding (Marketing).

Universities and colleges--Marketing.

Universities and colleges.

Physical Description:

xvii, 254 pages : illustrations ; 22 cm

Place of Publication:

Cham, Switzerland : Palgrave Macmillan, [2018]

Summary:

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.

Contents:

Introduction: mapping the global brandscape of higher education / Gerardo Blanco Ramírez

Pathways from academe to industry: an empirical analysis of academic marketing to prospective students / Kem Saichaie and Jarrett B. Warshaw

Marketing context and branding content of private universities in Chile and Mexico / Germán Álvarez-Mendola and Miguel Alejandro González-Ledesma

Brand communication of Flemish higher education: a comparison between types of institutions / Jelle Mampaey

Using a mixed methods approach to examine the (re)imagining of higher education institutions in the western Balkans / Antigoni Papadimitriou

Branding and the search for competitive advantage in the field of Mozambican higher education through the use of websites / Patrício V. Langa and Nelson C. Zavale

Higher education: the impacts of educational brand on students' decision to enroll through advertising brochures for higher education institutions in Surabaya Indonesia / Jenny Ngo and Decky A. Ismandoyo

The notion of branding in the higher education sector: the case of Hong Kong / Queenie K. H. Lam and Hayes H. H. Tang

Alumni engagement in higher education: a matter of marketing and leveraging social identities / Noah D. Drezner

Branding by proxy? How hubs market (or not) higher education systems globally: the example of Qatar / Leon Cremonini and John Taylor

Higher education institutional rankings: evaluating their credibility for branding and marketing / Gerald W. McLaughlin, Josetta S. McLaughlin and Jacqueline E. McLaughlin

Conclusions and reflections on branding and marketing in higher education / Antigoni Papadimitriou and Gerardo Blanco Ramírez.

Notes:

Includes bibliographical references and index.

ISBN:

9783319585260

3319585266

OCLC:

982651748