This book covers initiatives related to higher education's public mission such as university-community engagement, knowledge transfer, economic development, and social responsibility, using empirical and conceptual cases in the US, South America, Europe, Africa, and Asia. In order to develop a better understanding of public mission initiatives in higher education across the globe, the volume editors developed a theoretical framework emerging from organizational theory. Each chapter analysis uses both external environmental elements (political, economic, sociocultural, and technological), as well as internal institutional elements (mission, vision, leadership, and governance). Finally, each chapter highlights issues related to implementation and challenges with the intent of prompting readers to consider appropriate ways in which to adopt some of the lessons learned by the contributing authors.Chapter 10 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.m.

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.

This book covers initiatives related to higher education's public mission such as university-community engagement, knowledge transfer, economic development, and social responsibility, using empirical and conceptual cases in the US, South America, Europe, Africa, and Asia. In order to develop a better understanding of public mission initiatives in higher education across the globe, the volume editors developed a theoretical framework emerging from organizational theory. Each chapter analysis uses both external environmental elements (political, economic, sociocultural, and technological), as well as internal institutional elements (mission, vision, leadership, and governance). Finally, each chapter highlights issues related to implementation and challenges with the intent of prompting readers to consider appropriate ways in which to adopt some of the lessons learned by the contributing authors.Chapter 10 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.m.