Competition in Higher Education Branding and Marketing

National and Global Perspectives

Editors: Papadimitriou, Antigoni (Ed.)

Free Preview
  • Explores the conceptual and practical intersections of market and customer orientation, global competition, and university branding and marketingPresents 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 
Show all benefits

Buy this book

eBook $19.99
price for USA in USD
  • ISBN 978-3-319-58527-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $139.99
price for USA in USD
Softcover $29.99
price for USA in USD
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. 

About the authors

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. 

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)

Table of contents (12 chapters)

Table of contents (12 chapters)
  • Introduction: Mapping the Global Brandscape of Higher Education

    Pages 1-12

    Blanco Ramírez, Gerardo

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

    Pages 13-36

    Saichaie, Kem (et al.)

  • Marketing Context and Branding Content of Private Universities in Chile and Mexico

    Pages 37-62

    Álvarez-Mendiola, Germán (et al.)

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

    Pages 63-79

    Mampaey, Jelle

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

    Pages 81-105

    Papadimitriou, Antigoni

Buy this book

eBook $19.99
price for USA in USD
  • ISBN 978-3-319-58527-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $139.99
price for USA in USD
Softcover $29.99
price for USA in USD
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Competition in Higher Education Branding and Marketing
Book Subtitle
National and Global Perspectives
Editors
  • Antigoni Papadimitriou
Copyright
2018
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-58527-7
DOI
10.1007/978-3-319-58527-7
Hardcover ISBN
978-3-319-58526-0
Softcover ISBN
978-3-319-86422-8
Edition Number
1
Number of Pages
XVII, 254
Number of Illustrations
3 b/w illustrations
Topics