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.
Format: Hardback
CONTRIBUTORS: Antigoni Papadimitriou
EAN: 9783319585260
COUNTRY: Switzerland
PAGES:
WEIGHT: 4552 g
HEIGHT: 210 cm
PUBLISHED BY: Springer International Publishing AG
DATE PUBLISHED: 2017-10-18
CITY:
GENRE: BUSINESS & ECONOMICS / Entrepreneurship, BUSINESS & ECONOMICS / Marketing / General, EDUCATION / Schools / Levels / Higher, EDUCATION / Comparative
WIDTH: 148 cm
SPINE:
Book Themes:
Higher education, tertiary education, Entrepreneurship / Start-ups, Sales and marketing
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.
