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 examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

This book is much more interesting, and more important, than its technical-sounding title might suggest. It combines rigorous economic analysis with thoughtful conclusions as to the public purposes and organisational priorities of higher education. Paul Temple, Institute of Education, UK The book provides an interesting blend of conceptual, theoretical, methodological and empirical aspects on costs of higher education that are key to understanding how higher education institutions operate. The author examines in detail the complexities involved in the application of principles of firms to academic institutions, such as pricing, cost functions, product functions, quality, product differentiation, subsidies, competition, technology, risk bearing, etc. The examination of how charity market works, the economic forces that explain the demand for and supply of endowment funds is quite insightful. By emphasizing the public good nature of higher education, the social purpose it serves, the principle of equality in higher education, the principle of social contract, erosion of public trust, etc., while addressing a broad set of standard issues in economics of higher education relating to costs and quality of higher education, the book indeed forms a special reading on the subject. Jandhyala B.G. Tilak, Journal of Educational Planning and Administration Quality has never been more important for the future of higher education and the economy than it is today. Unfortunately, the decline in student quality is accompanied by costs that are out of control, a governance system that will not permit any reallocation of resources, and a society that expects higher education to address problems that are well beyond its core competencies. In this timely volume, Robert E. Martin presents a thorough treatment of the social contract between those who fund higher education and those who benefit from it. In-depth discussions include: the institution s role as steward of the higher education social contract the role of transaction costs, risk bearing, production technology, and asset ownership in determining the internal structure of the institution the market for academic charities price, quality, and advertising competition in higher education. Formal models of production and cost, optimal fundraising, the maximization of academic reputation, agency behavior, and the student's enrollment decision are also presented and analyzed. Cost Control, College Access, and Competition in Higher Education will be of great interest to higher education researchers and administrators, economists, and public policymakers.

This volume delivers a cutting-edge analysis on vernacular globalization, or how local forces mediate global trends. It delves into the vital facets of the quest for global competitiveness, including: Global university rankings World-class universities University mergers Quality assurance Cross-border higher education International education hubs. The authors situate their topics within current international scholarship and demonstrate the myriad avenues through which local actors in higher education may respond to global competition. They pose critical questions about the impact of global competition in an increasingly hierarchical higher education environment, interrogating the potential for social injustice that arises. By providing an alternative perspective to the descriptive, normative approach that dominates the scholarship on global competition in higher education, the chapters in this volume open a fresh and invaluable dialogue in this arena. This is the 168th volume of the Jossey-Bass quarterly report series New Directions for Higher Education. Addressed to presidents, vice presidents, deans, and other higher education decision makers on all kinds of campuses, it provides timely information and authoritative advice about major issues and administrative problems confronting every institution.

This book provides a critical theory of branding in higher education. The author argues for a higher education for all and positions higher education as a human right necessary for the well-being of citizens and democracy. Firstly, the book introduces the concept of desire as an underpinning for brand theory. The author then uses an explication of the concept of relevance linked with desire to further our understanding of higher education as an emancipatory project. Chapter 4 explores brand identity, which is shown to be a retroactive investment of naming. Mathemes are used to illustrate the theory of naming in identity formation. Finally, the author also examines the idea of the liberal arts and provides an ethnographic and critical discourse analysis of the liberal arts college.

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.

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.

This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. The focus of the conference and the enclosed papers is on global marketing thought, issues and practices. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.

This book addresses various 21st century questions and challenges, especially the role of technology in upgrading teaching and learning in today’s society, and the role of higher education institutions in improving standards of living, economics, society and sustainability. It shares with readers the challenges of globalization to higher institutions concerning the issues relating to value creation management, branding and the impact on leadership in higher institutions.