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Strategic Brand Management in Higher Education

Nguyen, Bang, Melewar, T.C. and Hemsley-Brown, Jane, eds. (2019) Strategic Brand Management in Higher Education Routledge Studies in Marketing . Routledge, London. ISBN 9780367139421

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Abstract

University branding has increased substantially, due to demands on universities to enroll greater numbers of students, rising tuition fees, the proliferation of courses, the growing "internationalization" of universities, financial pressures and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system, and a focus on developing the university brand.

This book is unique in providing a composite overview of strategy, planning and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory and practices about branding in higher education.

Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource, and it will also be of interest to brand practitioners in both education and public sector markets.

Item Type: Book
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Editors :
NameEmailORCID
Nguyen, Bang
Melewar, T.C.
Hemsley-Brown, JaneJ.Hemsley-Brown@surrey.ac.uk
Date : 21 February 2019
Uncontrolled Keywords : Advertising; Brand Management; Marketing Management; NonProfit Management; Higher Education Management
Depositing User : Clive Harris
Date Deposited : 18 Jan 2019 09:31
Last Modified : 21 Mar 2019 10:24
URI: http://epubs.surrey.ac.uk/id/eprint/850168

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