Marketing Higher Education: Understanding How to Build and Promote the University Brand Koku Paul Sergius
Marketing Higher Education: Understanding How to Build and Promote the University Brand Koku Paul Sergius This book provides a comprehensive and accessible guide to marketing Higher Education…
Specifikacia Marketing Higher Education: Understanding How to Build and Promote the University Brand Koku Paul Sergius
Marketing Higher Education: Understanding How to Build and Promote the University Brand Koku Paul Sergius
This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing 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 to the Higher Education sector through real life case studies and examples. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion.
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.