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Competition in Higher Education Branding and Marketing

National and Global Perspectives

  • Antigoni Papadimitriou

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Germán Álvarez-Mendiola, Miguel Alejandro González-Ledesma
    Pages 37-62
  3. Queenie K. H. Lam, Hayes H. H. Tang
    Pages 159-179
  4. Gerald W. McLaughlin, Josetta S. McLaughlin, Jacqueline E. McLaughlin
    Pages 221-237
  5. Antigoni Papadimitriou, Gerardo Blanco Ramírez
    Pages 239-247
  6. Back Matter
    Pages 249-254

About this book

Introduction

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.

Keywords

entrepreneurship consumerism globalization critical discourse analysis college and university administrators communication strategies

Editors and affiliations

  • Antigoni Papadimitriou
    • 1
  1. 1.School of EducationJohns Hopkins UniversityBaltimoreUSA

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-58527-7
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2018
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Education
  • Print ISBN 978-3-319-58526-0
  • Online ISBN 978-3-319-58527-7
  • Buy this book on publisher's site