Understanding Branding in Higher Education

Marketing Identities
1. Auflage 2018
ISBN: 978-1-137-56070-4
Verlag: Palgrave Macmillan

Buch, Englisch, 188 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 3745 g

Reihe: Marketing and Communication in Higher Education

Provides the reader with a robust theoretical account of branding higher education while providing a practical means of undertaking branding that will not isolate faculty and split the plurality of stakeholder communities

Draws on the works of Jacques Lacan and Ernesto Laclau to underpin critical radicalism
Presents an analysis based on a 3-year ethnographic study of users and providers of higher education within the university-industry-student relationship

Zielgruppe

Research

Autoren/Hrsg.

Lowrie, Anthony

Fachgebiete

• Sozialwissenschaften Pädagogik Lehrerausbildung, Unterricht & Didaktik Allgemeine Didaktik Hochschuldidaktik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1: Introduction
Chapter 2: The desire for relevance
Chapter 3: The conceptualization of relevance
Chapter 4: What’s in a brand name?
Chapter 5: The shattered brand fantasy
Chapter 6: The death rattle of the liberal arts
Chapter 7: A long day’s journey into liberal arts pedagogy
Chapter 8: Concluding remarks

Über Autor(innen)

Anthony Lowrie is Associate Professor of Marketing Communications at Emerson College, USA. He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction and dissatisfaction.