Marketing Higher Education

Understanding How to Build and Promote the University Brand

Paul Sergius Koku (Autor)

Buch | Softcover

192 Seiten

2022
Routledge (Verlag)
978-0-367-74919-4 (ISBN)

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This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing both how universities are service providers and how education is a service, both of which need to be defined and marketed together.

This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together.

Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Two case studies from real life universities in a broad range of locations are provided at the end of each chapter, alongside questions to aid understanding and application.

Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building.

Paul Sergius Koku, PhD, is a Fulbrighter and tenured full professor at the College of Business at Florida Atlantic University, USA.

1 Marketing in Universities 2 Market Segmentation 3 Higher Education as a Product 4 Pricing Issues 5 Location and a University 6 Promoting and Advertising Universities 7 Personal Selling of a University 8 Competition and Innovations in Higher Education 9 Names and Name Change – University Brand Management 10 The Eduscape: The University Experience 11 Internationalization of Universities 12 The Expansion of Private Universities 13 Regulatory Issues in Higher Education

Erscheinungsdatum	27.06.2022
Zusatzinfo	1 Tables, black and white; 7 Line drawings, black and white; 7 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	174 x 246 mm
Gewicht	380 g
Themenwelt	Sozialwissenschaften ► Pädagogik ► Erwachsenenbildung
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Volkswirtschaftslehre
ISBN-10	0-367-74919-X / 036774919X
ISBN-13	978-0-367-74919-4 / 9780367749194
Zustand	Neuware