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Competition in Higher Education Branding and Marketing

National and Global Perspectives

  • Book
  • © 2018

Overview

Editors:
  1. Antigoni Papadimitriou

    1. School of Education, Johns Hopkins University, Baltimore, USA

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  • Explores the conceptual and practical intersections of market and customer orientation, global competition, and university branding and marketing

  • Presents methodological approaches—from content analysis to semiotic and visual methods to critical discourse analysis—for exploring marketization, branding, and competition in higher education

  • Presents challenges and opportunities of branding and marketing higher education in various higher education systems

  • Includes supplementary material: sn.pub/extras

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Table of contents (12 chapters)

  1. Front Matter

    Pages i-xvii
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  2. Introduction: Mapping the Global Brandscape of Higher Education

    • Gerardo Blanco Ramírez
    Pages 1-12

  3. Pathways from Academe to Industry: An Empirical Analysis of Academic Marketing to Prospective Students

    • Kem Saichaie, Jarrett B. Warshaw
    Pages 13-36

  4. Marketing Context and Branding Content of Private Universities in Chile and Mexico

    • Germán Álvarez-Mendiola, Miguel Alejandro González-Ledesma
    Pages 37-62

  5. Brand Communication in Flemish Higher Education: A Comparison Between Types of Institutions

    • Jelle Mampaey
    Pages 63-79

  6. Using a Mixed Methods Approach to Examine the (Re)Imaging of Higher Education Institutions in the Western Balkans

    • Antigoni Papadimitriou
    Pages 81-105

  7. Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education Through the Use of Websites

    • Patrício V. Langa, Nelson C. Zavale
    Pages 107-142

  8. Higher Education: The Impacts of Educational Brand on Students’ Decision to Enroll Through Advertising Brochures for Higher Education Institutions in Surabaya Indonesia

    • Jenny Ngo, Decky A. Ismandoyo
    Pages 143-157

  9. The Notion of Branding in the Higher Education Sector: The Case of Hong Kong

    • Queenie K. H. Lam, Hayes H. H. Tang
    Pages 159-179

  10. Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social Identities

    • Noah D. Drezner
    Pages 181-195

  11. Branding by Proxy? How Hubs Market (or not) Higher Education Systems Globally: The Example of Qatar

    • Leon Cremonini, John Taylor
    Pages 197-219

  12. Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and Marketing

    • Gerald W. McLaughlin, Josetta S. McLaughlin, Jacqueline E. McLaughlin
    Pages 221-237

  13. Conclusions and Reflections on Branding and Marketing in Higher Education

    • Antigoni Papadimitriou, Gerardo Blanco Ramírez
    Pages 239-247

  14. Back Matter

    Pages 249-254
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Keywords

About this book

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. 

Reviews

  “This book offers important insights in various aspects of branding and marketing activities of higher education institutions across a rich variety of national settings.” (Jeroen Huisman, Professor of Higher Education, Centre for Higher Education Governance, Ghent University, Belgium)

“Papadimitriou and her colleagues offer a rich set of perspectives and cases that advance our knowledge and understandings of the branding and marketing phenomena.” (Bjørn Stensaker, Professor in the Department of Education, University of Oslo, Norway)

“The diverse perspectives provided in this book effectively highlight different substantive and comparative approaches to higher education branding and marketing.” (Christopher C. Morphew, Professor and Dean, School of Education, Johns Hopkins University, USA)

Editors and Affiliations

  • School of Education, Johns Hopkins University, Baltimore, USA

    Antigoni Papadimitriou

About the editor

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. 

Bibliographic Information

  • Book Title: Competition in Higher Education Branding and Marketing

  • Book Subtitle: National and Global Perspectives

  • Editors: Antigoni Papadimitriou

  • DOI: https://doi.org/10.1007/978-3-319-58527-7

  • Publisher: Palgrave Macmillan Cham

  • eBook Packages: Education, Education (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s) 2018

  • Hardcover ISBN: 978-3-319-58526-0Published: 18 October 2017

  • Softcover ISBN: 978-3-319-86422-8Published: 14 August 2018

  • eBook ISBN: 978-3-319-58527-7Published: 06 October 2017

  • Edition Number: 1

  • Number of Pages: XVII, 254

  • Number of Illustrations: 3 b/w illustrations

  • Topics: Higher Education, International and Comparative Education, Marketing, Entrepreneurship

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