高等教育のマーケティング：大学ブランド構築・促進手法を理解する Marketing Higher Education : Understanding How to Build and Promote the University Brand

著者名：Koku, Paul Sergius

Routledge（2022/07/15発売）

• 言語：ENG
• ISBN：9780367749194
• eISBN：9781000617603

Description

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.

Table of Contents

1 Marketing in Universities 2 Market Segmentation 3 Higher Education as a Product 4 Pricing Issues 5 Location and a University 6 Promoting and Advertising Universities 7 Personal Selling of a University 8 Competition and Innovations in Higher Education 9 Names and Name Change – University Brand Management 10 The Eduscape: The University Experience 11 Internationalization of Universities 12 The Expansion of Private Universities 13 Regulatory Issues in Higher Education