Marketing higher education : understanding how to build and promote the university brand
著者
書誌事項
Marketing higher education : understanding how to build and promote the university brand
Routledge, 2023
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
* Fills a gap in the market by coupling theoretical grounding with real-life examples that show application in practice.
* Each chapter concludes with two case studies from international Higher Education institutions alongside reflective questions to provoke further thought.
* Suitable for a broad audience, from students studying services marketing and specific higher education management modules, to practitioners working in administrative roles within universities.
* A particularly timely and "hot topic" title, as universities look to promote their brand and drive revenue in the (optimistically) post-pandemic world.
目次
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
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