Competition in Higher Education Branding and Marketing
ISBN: 9783319585277
Platform/Publisher: SpringerLink / Springer International Publishing
Digital rights: Users: unlimited; Printing: unlimited; Download: unlimited
Subjects: Education;

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.

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.

hidden image for function call