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Ebook Marketing Higher Education
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Book Synopsis International Marketing of Higher Education by : Terry Wu
Download or read book International Marketing of Higher Education written by Terry Wu and published by Springer. This book was released on 2016-09-15 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.
Book Synopsis Competition in Higher Education Branding and Marketing by : Antigoni Papadimitriou
Download or read book Competition in Higher Education Branding and Marketing written by Antigoni Papadimitriou and published by Springer. This book was released on 2017-10-06 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Event Marketing in the Context of Higher Education Marketing and Digital Environments by : Florian Neus
Download or read book Event Marketing in the Context of Higher Education Marketing and Digital Environments written by Florian Neus and published by Springer Nature. This book was released on 2020-02-25 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt: Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new insights are derived. Furthermore, valuable implications for research and management are presented. About the Author: Florian Neus works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments.
Book Synopsis EBOOK: Marketing Higher Education by : Felix Maringe
Download or read book EBOOK: Marketing Higher Education written by Felix Maringe and published by McGraw-Hill Education (UK). This book was released on 2008-12-16 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Strategic Brand Management in Higher Education by : Bang Nguyen
Download or read book Strategic Brand Management in Higher Education written by Bang Nguyen and published by Routledge. This book was released on 2019-02-13 with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Branding in Higher Ed by : Jason W. Lee
Download or read book Branding in Higher Ed written by Jason W. Lee and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: "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"--
Book Synopsis Handbook of Research on Transnational Higher Education by : Mukerji, Siran
Download or read book Handbook of Research on Transnational Higher Education written by Mukerji, Siran and published by IGI Global. This book was released on 2013-08-31 with total page 903 pages. Available in PDF, EPUB and Kindle. Book excerpt: The integration of new technology and global collaboration has undoubtedly transformed learning in higher education from the traditional classroom setting into a domain of support services, academic programs, and educational products which are made available to learners. The Handbook of Research on Transnational Higher Education is a unique compilation of the most recent research done by higher education professionals in the areas of policy, governance, technology, marketing, and leadership development. This publication succeeds in highlighting the most important strategies and policies for professionals, policymakers, administrators, and researchers interested in higher education management.
Book Synopsis Choosing Futures by : Nicholas Foskett
Download or read book Choosing Futures written by Nicholas Foskett and published by Routledge. This book was released on 2002-11 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: Choosing Futures offers a wide ranging perspective on how young people, and their parents, make choices as they travel through a lifetime of education and training.
Book Synopsis The Promotion of Education by : Valerie Harwood
Download or read book The Promotion of Education written by Valerie Harwood and published by Springer Nature. This book was released on 2019-11-02 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book introduces critical cultural social marketing and adapts these techniques for use in the promotion of educational futures in communities and places where there is educational disadvantage. An approach that builds on the discipline of social marketing, the authors describe the promotion of education as underpinned by a commitment to understanding the effects of difficult experiences with institutions such as schools, as well as the diversity of learning. Involving the critical in promoting education means it is possible to be alert to the impacts of institutional education, while involving the cultural means we are forced to appreciate and connect with learning in all its diversity. The authors draw upon examples from Lead My Learning, an education promotion campaign produced using a critical cultural social marketing approach. In doing so, they provide a detailed account of new ways to promote education.
Book Synopsis Marketing Management by : Greg W. Marshall
Download or read book Marketing Management written by Greg W. Marshall and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually, digitally, and socially to a greater degree than ever before imagined. Enabled and informed by analytics and new technologies. Accountable to top management through diligent attention to metrics and measurement. Oriented toward service as driver of product. "Owned" by everybody in the firm to one degree or another"--
Book Synopsis Active Learning Strategies in Higher Education by : Anastasia Misseyanni
Download or read book Active Learning Strategies in Higher Education written by Anastasia Misseyanni and published by Emerald Group Publishing. This book was released on 2018-04-06 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book focuses on selected best practices for effective active learning in Higher Education. Contributors present the epistemology of active learning along with specific case studies from different disciplines and countries. Discussing issues around ICTs, collaborative learning, experiential learning and other active learning strategies.
Book Synopsis Industry and Higher Education by : Leigh Wood
Download or read book Industry and Higher Education written by Leigh Wood and published by Springer Nature. This book was released on 2020-01-15 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is aimed at business schools around the globe. We offer rich case studies, teaching notes and assessment ideas to help business educators embed sustainability in curriculum. These international case studies are situated in Mauritius, Malaysia, Indonesia, Australia and India however they have global applicability. Each chapter is a joint creation with an industry or government partner and uses original research written in the form of a case study. Active learning through case studies opens opportunities to change attitudes and to find creative solutions. In this book, we present ten chapters written as case studies covering a diverse number of sustainability topics – from tourism, health care, human resource management, climate change and supply chain management. Each case study is accompanied by detailed teaching notes and assessment questions as well as marking guides. There are also two chapters discussing sustainability discourse and discipline in higher education. The detailed cases can be immediately applied in the classroom.
Book Synopsis Marketing Higher Education by : Paul Sergius Koku
Download or read book Marketing Higher Education written by Paul Sergius Koku and published by Taylor & Francis. This book was released on 2022-07-15 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Social Innovation in Higher Education by : Carmen Păunescu
Download or read book Social Innovation in Higher Education written by Carmen Păunescu and published by Springer Nature. This book was released on 2022-01-01 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: This open access book offers unique and novel views on the social innovation landscape, tools, practices, pedagogies, and research in the context of higher education. International, multi-disciplinary academics and industry leaders present new developments, research evidence, and practice expertise on social innovation in higher education institutions (HEIs), across academic and professional disciplines. The book includes a selected set of peer-reviewed chapters presenting different perspectives against which relevant actors can identify and analyse social innovation in HEIs. The volume demonstrates how HEIs can respond to societal challenges, support positive social change, and contribute to the development of international public policy discourse. It answers the question ‘how does the present higher education system, in different countries, promote social innovation and create social change and impact’. In answering this question, the book identifies factors driving success as well as obstacles. Furthermore, it examines how higher education innovation assists societal challenges and investigates the benefits of effective social innovation engagement by HEIs. The interdisciplinary approach of the volume makes it a must-read for scholars, students, policy-makers, and practitioners of economics, education, business and management, political science, and sociology interested in a better understanding of social innovation.
Download or read book Academic Brands written by Mario Biagioli and published by Cambridge University Press. This book was released on 2022-07-21 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Developing Writers in Higher Education by : Anne Ruggles Gere
Download or read book Developing Writers in Higher Education written by Anne Ruggles Gere and published by University of Michigan Press. This book was released on 2019-01-02 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: For undergraduates following any course of study, it is essential to develop the ability to write effectively. Yet the processes by which students become more capable and ready to meet the challenges of writing for employers, the wider public, and their own purposes remain largely invisible. Developing Writers in Higher Education shows how learning to write for various purposes in multiple disciplines leads college students to new levels of competence. This volume draws on an in-depth study of the writing and experiences of 169 University of Michigan undergraduates, using statistical analysis of 322 surveys, qualitative analysis of 131 interviews, use of corpus linguistics on 94 electronic portfolios and 2,406 pieces of student writing, and case studies of individual students to trace the multiple paths taken by student writers. Topics include student writers’ interaction with feedback; perceptions of genre; the role of disciplinary writing; generality and certainty in student writing; students’ concepts of voice and style; students’ understanding of multimodal and digital writing; high school’s influence on college writers; and writing development after college. The digital edition offers samples of student writing, electronic portfolios produced by student writers, transcripts of interviews with students, and explanations of some of the analysis conducted by the contributors. This is an important book for researchers and graduate students in multiple fields. Those in writing studies get an overview of other longitudinal studies as well as key questions currently circulating. For linguists, it demonstrates how corpus linguistics can inform writing studies. Scholars in higher education will gain a new perspective on college student development. The book also adds to current understandings of sociocultural theories of literacy and offers prospective teachers insights into how students learn to write. Finally, for high school teachers, this volume will answer questions about college writing. Companion Website Click here to access the Developing Writers project and its findings at the interactive companion website. Project Data Access the data from the project through this tutorial.
Book Synopsis Business Practices in Higher Education by : Mark A. Kretovics
Download or read book Business Practices in Higher Education written by Mark A. Kretovics and published by Routledge. This book was released on 2011-02-15 with total page 363 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business Practices in Higher Education is a breakthrough guide offering higher education and student affairs professionals an understanding of the fundamental business nature of colleges and universities. The author discusses the practical applications of business concepts and models and how these applications can contribute to the overall efficiency and effectiveness of higher education institutions. Useful examples from a wide range of institutions—including small privates, large publics, and community colleges—illustrate these concepts. This professional guide is organized into the following four sections: Environment and Structure Finance and Funding People and Processes Perspectives on the Future Business practices pervade the academic, student affairs, and administrative sides of higher education. This book affords readers a greater understanding of the true nature of higher education and an appreciation for how the academy effectively incorporates business practices into everyday work lives.
