Competition in Higher Education Branding and Marketing: National and Global Perspectives

by Antigoni Papadimitriou (Editor)

Overview

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.

Product Details

ISBN-13:	9783319585260
Publisher:	Springer International Publishing
Publication date:	10/07/2017
Edition description:	1st ed. 2018
Pages:	254
Product dimensions:	5.83(w) x 8.27(h) x (d)

About the Author

Antigoni Papadimitriou is Assistant Professor of Leadership in the Division of Public Safety Leadership at the School of Education, Johns Hopkins University, USA. Her current research focuses on higher education branding and marketing as well as in leadership, innovation, and community development.

Table of 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

What People are Saying About This

From the Publisher

“This book offers important insights in various aspects of branding and marketing activities of higher education institutions across a rich variety of national settings.” (Jeroen Huisman, Professor of Higher Education, Centre for Higher Education Governance, Ghent University, Belgium)

“Papadimitriou and her colleagues offer a rich set of perspectives and cases that advance our knowledge and understandings of the branding and marketing phenomena.” (Bjørn Stensaker, Professor in the Department of Education, University of Oslo, Norway)

“The diverse perspectives provided in this book effectively highlight different substantive and comparative approaches to higher education branding and marketing.” (Christopher C. Morphew, Professor and Dean, School of Education, Johns Hopkins University, USA)