Full Description
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.
Contents
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.
