Bibframe Work

Title

Marketing higher education

Type

Text

Monograph

Contribution

Koku, Paul Sergius, 1955- (author)

Subject

Universities and colleges--Marketing (LCSH)

Education, Higher--Marketing (LCSH)

Branding (Marketing) (LCSH)

Language

English (eng)

Classification

LCC: LB2342.82 (Assigner: dlc) (Status: used by assigner)

DDC: 378.1/01 full (Assigner: dlc)(Source: 23/eng/20220317)

Supplementary Content

bibliography (bibliography)

index (index)

Content

text (txt)

Summary

"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. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice and how it relates 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"-- Provided by publisher

Table Of Contents

Marketing in universities

Market segmentation

Higher education as a product

Pricing issues

Location and a university

Promoting and advertising universities

Personal selling of a university

Competition and innovations in higher education

Names and name change : university brand management

The eduscape : the university experience

Internationalization of universities