國立高雄大學圖資館 |

Language: English

Back

Competition in higher education bran...

Papadimitriou, Antigoni.

Competition in higher education branding and marketingnational and global perspectives /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Competition in higher education branding and marketingedited by Antigoni Papadimitriou.
Reminder of title:	national and global perspectives /
other author:	Papadimitriou, Antigoni.
Published:	Cham :Springer International Publishing :2018.
Description:	xvii, 254 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Education, HigherMarketing.
Online resource:	http://dx.doi.org/10.1007/978-3-319-58527-7
ISBN:	9783319585277$q(electronic bk.)

Competition in higher education branding and marketingnational and global perspectives /
Competition in higher education branding and marketingnational and global perspectives /[electronic resource] :edited by Antigoni Papadimitriou. - Cham :Springer International Publishing :2018. - xvii, 254 p. :ill., digital ;24 cm.

Chapter 1. Introduction -- Chapter 2. Pathways from academe to industry: An empirical analysis of academic marketing to prospective students -- Chapter 3. Marketing Context and Branding Content of Private Universities in Chile and Mexico -- Chapter 4. Brand communication in Flemish higher education: A comparison between types of institutions -- Chapter 5. Using a mixed methods approach to examine the (re)imaging of higher education institutions in the Western Balkans -- Chapter 6. Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education through the Use of Websites -- Chapter 7. The impacts of educational brand on students' decision to enroll through advertising brochures for Higher Education Institutions in Surabaya Indonesia -- Chapter 8. The Notion of Branding in the Higher Education Sector: The Case of Hong Kong -- Chapter 9. Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social Identities -- Chapter 10. Branding by Proxy? How hubs market (or not) higher education systems globally: the example of Qatar -- Chapter 11. Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and Marketing -- Chapter 12. Conclusions and Reflections on Branding and Marketing in Higher 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.

ISBN: 9783319585277$q(electronic bk.)

Standard No.: 10.1007/978-3-319-58527-7doiSubjects--Topical Terms:

618204
Education, Higher
--Marketing.

LC Class. No.: LB2342.82 / .C66 2018

Dewey Class. No.: 378.198

Competition in higher education branding and marketingnational and global perspectives /
LDR:03023nmm a2200313 a 4500 001 528625
003 DE-He213
005 20180614132029.0
006 m d
007 cr nn 008maaau
008 181030s2018 gw s 0 eng d
020 $a 9783319585277$q(electronic bk.)
020 $a 9783319585260$q(paper)
024 7 $a 10.1007/978-3-319-58527-7 $2 doi
035 $a 978-3-319-58527-7
040 $a GP $c GP
041 0 $a eng
050 4 $a LB2342.82 $b .C66 2018
072 7 $a JNM $2 bicssc
072 7 $a EDU015000 $2 bisacsh
082 0 4 $a 378.198 $2 23
090 $a LB2342.82 $b .C737 2018
245 0 0 $a Competition in higher education branding and marketing $h [electronic resource] : $b national and global perspectives / $c edited by Antigoni Papadimitriou.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2018.
300 $a xvii, 254 p. : $b ill., digital ; $c 24 cm.
505 0 $a Chapter 1. Introduction -- Chapter 2. Pathways from academe to industry: An empirical analysis of academic marketing to prospective students -- Chapter 3. Marketing Context and Branding Content of Private Universities in Chile and Mexico -- Chapter 4. Brand communication in Flemish higher education: A comparison between types of institutions -- Chapter 5. Using a mixed methods approach to examine the (re)imaging of higher education institutions in the Western Balkans -- Chapter 6. Branding and the Search for Competitive Advantage in the Field of Mozambican Higher Education through the Use of Websites -- Chapter 7. The impacts of educational brand on students' decision to enroll through advertising brochures for Higher Education Institutions in Surabaya Indonesia -- Chapter 8. The Notion of Branding in the Higher Education Sector: The Case of Hong Kong -- Chapter 9. Alumni Engagement in Higher Education: A Matter of Marketing and Leveraging Social Identities -- Chapter 10. Branding by Proxy? How hubs market (or not) higher education systems globally: the example of Qatar -- Chapter 11. Higher Education Institutional Rankings: Evaluating Their Credibility for Branding and Marketing -- Chapter 12. Conclusions and Reflections on Branding and Marketing in Higher Education.
520 $a 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.
650 0 $a Education, Higher $x Marketing. $3 618204
650 1 4 $a Education. $3 177995
650 2 4 $a Higher Education. $3 276621
650 2 4 $a International and Comparative Education. $3 338769
650 2 4 $a Marketing. $3 182957
650 2 4 $a Entrepreneurship. $3 183598
700 1 $a Papadimitriou, Antigoni. $3 801175
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1007/978-3-319-58527-7
950 $a Education (Springer-41171)