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Strategic Brand Management in Higher Education (Paperback)
Loot Price: R1,228
Discovery Miles 12 280
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Strategic Brand Management in Higher Education (Paperback)
Series: Routledge Studies in Marketing
Expected to ship within 9 - 15 working days
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Total price: R1,248
Discovery Miles: 12 480
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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.
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