Understanding Branding In Higher Education PDF Download
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| Author | : Anthony Lowrie |
| Publisher | : Springer |
| Total Pages | : 198 |
| Release | : 2017-10-25 |
| Genre | : Education |
| ISBN | : 1137560711 |
Download Understanding Branding in Higher Education Book in PDF, ePub and Kindle
This book provides a critical theory of branding in higher education. The author argues for a higher education for all and positions higher education as a human right necessary for the well-being of citizens and democracy. Firstly, the book introduces the concept of desire as an underpinning for brand theory. The author then uses an explication of the concept of relevance linked with desire to further our understanding of higher education as an emancipatory project. Chapter 4 explores brand identity, which is shown to be a retroactive investment of naming. Mathemes are used to illustrate the theory of naming in identity formation. Finally, the author also examines the idea of the liberal arts and provides an ethnographic and critical discourse analysis of the liberal arts college.
| Author | : Jason W. Lee |
| Publisher | : |
| Total Pages | : |
| Release | : 2021 |
| Genre | : Branding (Marketing) |
| ISBN | : 9781531000066 |
Download Branding in Higher Ed Book in PDF, ePub and Kindle
"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"--
| Author | : Antigoni Papadimitriou |
| Publisher | : Springer |
| Total Pages | : 261 |
| Release | : 2017-10-06 |
| Genre | : Education |
| ISBN | : 3319585274 |
Download Competition in Higher Education Branding and Marketing Book in PDF, ePub and Kindle
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.
| Author | : Bang Nguyen |
| Publisher | : Routledge |
| Total Pages | : 276 |
| Release | : 2019-02-13 |
| Genre | : Business & Economics |
| ISBN | : 0429639430 |
Download Strategic Brand Management in Higher Education Book in PDF, ePub and Kindle
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.
| Author | : Felix Maringe |
| Publisher | : McGraw-Hill Education (UK) |
| Total Pages | : 213 |
| Release | : 2008-12-16 |
| Genre | : Education |
| ISBN | : 0335236863 |
Download EBOOK: Marketing Higher Education Book in PDF, ePub and Kindle
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.
| Author | : Tripathi, Purnendu |
| Publisher | : IGI Global |
| Total Pages | : 388 |
| Release | : 2013-05-31 |
| Genre | : Business & Economics |
| ISBN | : 1466640154 |
Download Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices Book in PDF, ePub and Kindle
Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.
| Author | : Mario Biagioli |
| Publisher | : Cambridge University Press |
| Total Pages | : 247 |
| Release | : 2022-07-21 |
| Genre | : Law |
| ISBN | : 110889819X |
Download Academic Brands Book in PDF, ePub and Kindle
The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.
| Author | : Sheryl E. Burgstahler |
| Publisher | : Harvard Education Press |
| Total Pages | : 369 |
| Release | : 2010-01-01 |
| Genre | : Education |
| ISBN | : 1612500935 |
Download Universal Design in Higher Education Book in PDF, ePub and Kindle
Universal Design in Higher Education looks at the design of physical and technological environments at institutions of higher education; at issues pertaining to curriculum and instruction; and at the full array of student services. Universal Design in Higher Education is a comprehensive guide for researchers and practitioners on creating fully accessible college and university programs. It is founded upon, and contributes to, theories of universal design in education that have been gaining increasingly wide attention in recent years. As greater numbers of students with disabilities attend postsecondary educational institutions, administrators have expressed increased interest in making their programs accessible to all students. This book provides both theoretical and practical guidance for schools as they work to turn this admirable goal into a reality. It addresses a comprehensive range of topics on universal design for higher education institutions, thus making a crucial contribution to the growing body of literature on special education and universal design. This book will be of unique value to university and college administrators, and to special education researchers, practitioners, and activists.
| Author | : Paul Sergius Koku |
| Publisher | : Taylor & Francis |
| Total Pages | : 244 |
| Release | : 2022-07-15 |
| Genre | : Business & Economics |
| ISBN | : 1000617602 |
Download Marketing Higher Education Book in PDF, ePub and Kindle
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.
| Author | : Del Pino, Ariana Daniela |
| Publisher | : IGI Global |
| Total Pages | : 340 |
| Release | : 2020-11-06 |
| Genre | : Education |
| ISBN | : 1799849317 |
Download Improving University Reputation Through Academic Digital Branding Book in PDF, ePub and Kindle
As higher education institutions adapt to an increasingly digital world, it is imperative that they adopt technological techniques that allow them to establish a digital presence. Academic e-branding involves managing a university’s brand and image to promote and build the reputation of the institution, especially in regards to its student and faculty research and achievements. Without a solid digital presence, higher education institutions may struggle to remain competitive. Improving University Reputation Through Academic Digital Branding is a critical scholarly publication that explores digital branding and its role in establishing the reputation of academic institutions and programs. Featuring a range of topics including digital visibility, social media, and inclusive education, this book is ideal for higher education boards, brand managers, university and college marketers, researchers, academicians, practitioners, administrators, and students.
