Competition in Higher Education Branding and Marketing
Competition in Higher Education Branding and Marketing

Author: Antigoni Papadimitriou

Publisher: Springer

Published: 2017-10-06

Total Pages: 261

ISBN-13: 3319585274

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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.

International Marketing of Higher Education
International Marketing of Higher Education

Author: Terry Wu

Publisher: Springer

Published: 2016-09-15

Total Pages: 272

ISBN-13: 1137542918

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This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.

Event Marketing in the Context of Higher Education Marketing and Digital Environments
Event Marketing in the Context of Higher Education Marketing and Digital Environments

Author: Florian Neus

Publisher: Springer Nature

Published: 2020-02-25

Total Pages: 166

ISBN-13: 3658292628

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Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new insights are derived. Furthermore, valuable implications for research and management are presented. ​About the Author: Florian Neus works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments.

EBOOK: Marketing Higher Education
EBOOK: Marketing Higher Education

Author: Felix Maringe

Publisher: McGraw-Hill Education (UK)

Published: 2008-12-16

Total Pages: 213

ISBN-13: 0335236863

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How can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, ‘University’, the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete. The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today.

Strategic Brand Management in Higher Education
Strategic Brand Management in Higher Education

Author: Bang Nguyen

Publisher: Routledge

Published: 2019-02-13

Total Pages: 441

ISBN-13: 0429639430

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University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.

Branding in Higher Ed
Branding in Higher Ed

Author: Jason W. Lee

Publisher:

Published: 2021

Total Pages:

ISBN-13: 9781531000066

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"Brand management is of great importance in the ever-changing landscape of higher education as institutional branding considerations aimed at differentiating and reinforcing and cultivating a specific brand identity seeks to address brand cultivation barriers. How universities craft and disseminate the institutional messages, fused with the capability to capitalize on branding opportunities and counter challenges, can dynamically impact public perception. In today's higher education landscape, brand perception serves as an instrumental role in the reputational and financial robustness-and ultimately, the long-standing success of higher education institutions"--

Marketing Management
Marketing Management

Author: Greg W. Marshall

Publisher:

Published: 2022

Total Pages: 0

ISBN-13: 9781260381917

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"No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually, digitally, and socially to a greater degree than ever before imagined. Enabled and informed by analytics and new technologies. Accountable to top management through diligent attention to metrics and measurement. Oriented toward service as driver of product. "Owned" by everybody in the firm to one degree or another"--

Marketing Higher Education
Marketing Higher Education

Author: Paul Sergius Koku

Publisher: Taylor & Francis

Published: 2022-07-15

Total Pages: 244

ISBN-13: 1000617602

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This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Two case studies from real life universities in a broad range of locations are provided at the end of each chapter, alongside questions to aid understanding and application. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building.

Strategic Marketing of Higher Education in Africa
Strategic Marketing of Higher Education in Africa

Author: Emmanuel Mogaji

Publisher: Routledge

Published: 2020-01-20

Total Pages: 243

ISBN-13: 1000027880

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Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

EBOOK: Higher Education And Social Justice
EBOOK: Higher Education And Social Justice

Author: Andy Furlong

Publisher: McGraw-Hill Education (UK)

Published: 2009-06-16

Total Pages: 159

ISBN-13: 0335239528

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Is access to higher education really open to all? How does the experience of higher education vary between social groups? Are graduate jobs harder to find for some than for others? The transformation of higher education from an elite experience to a mass system delivering advanced education to a socially mixed clientele has often been conflated with a process of equalization through wider access. But is this really the case? Andy Furlong and Fred Cartmel fear not, arguing that young people from social and economically disadvantaged families suffer from unfair access arrangements, have a poorer student experience and have limited contact with their middle class peers. Moreover, students from less advantaged families who successfully complete their courses tend to face greater difficulty securing graduate jobs and may be left with higher levels of debt. Taking a holistic approach that focuses on access to higher education, experiences in higher education and gains derived from participation, the book explores the barriers that impede the progress of young people from less advantaged families and outlines the various forms of stratification that help limit the possibilities for social mobility through education. Higher Education and Social Justice provides essential reading for anyone who has an interest in higher education or a concern for social justice, including lecturers, administrators and policy makers in higher education.