Competition in Higher Education Branding and Marketing

National and Global Perspectives
Softcover Nachdruck of the original 1. Auflage 2018
ISBN: 978-3-319-86422-8
Verlag: Springer International Publishing

Buch, Englisch, 254 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 356 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Papadimitriou, Antigoni

Fachgebiete

• Sozialwissenschaften Pädagogik Lehrerausbildung, Unterricht & Didaktik Allgemeine Didaktik Hochschuldidaktik
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Sozialwissenschaften Pädagogik Pädagogik Bildungssystem Vergleichende und Empirische Bildungsforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

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.