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Competition in higher education branding and marketing : national and global perspectives / Antigoni Papadimitriou, editor.
Format
Book
Language
English
Published/Created
Cham, Switzerland : Palgrave Macmillan, [2018]
©2018
Description
xvii, 254 pages : illustrations ; 22 cm
Availability
Copies in the Library
Location
Call Number
Status
Location Service
Notes
ReCAP - Remote Storage
LB2342.82 .C67 2018
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Details
Subject(s)
Education, Higher
—
Marketing
[Browse]
Branding (Marketing)
[Browse]
Universities and colleges
—
Marketing
[Browse]
Editor
Papadimitriou, Antigoni
[Browse]
Summary note
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.
Bibliographic references
Includes bibliographical references and index.
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.
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ISBN
9783319585260
3319585266
LCCN
2017945794
OCLC
982651748
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