Overview
- 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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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.
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Keywords
Table of contents (12 chapters)
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Front Matter
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Back Matter
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
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