Marketing Higher Education: Understanding How to Build and Promote the University Brand

ISBN-13: 9780367749170 / Angielski / Twarda / 2022 / 192 str.

Paul Sergius Koku

Opis

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.

Spis treści

1 Marketing in Universities 2 Market Segmentation 3 Higher Education as a Product 4 Pricing Issues 5 Location and a University 6 Promoting and Advertising Universities 7 Personal Selling of a University 8 Competition and Innovations in Higher Education 9 Names and Name Change – University Brand Management 10 The Eduscape: The University Experience 11 Internationalization of Universities 12 The Expansion of Private Universities 13 Regulatory Issues in Higher Education

O autorze

Paul Sergius Koku, PhD, is a Fulbrighter and tenured full professor at the College of Business at Florida Atlantic University, USA.