Strategic Brand Management in Higher Education

Bang Nguyen (Redaktør), T. C. Melewar (Redaktør), Jane Hemsley-Brown (Redaktør)

Publikation: Monografi/antologi/afhandling/rapportMonografiForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
ForlagRoutledge
Udgave1.
Antal sider276
ISBN (Trykt)9780367139421
ISBN (Elektronisk)9780429029301
DOI
StatusUdgivet - 21. feb. 2019
NavnRoutledge Studies in Marketing

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