Understanding Branding in Higher Education: Marketing Identities

ISBN-13: 9781137560704 / Angielski / Twarda / 2017 / 188 str.

Anthony Lowrie

Spis treści

Chapter 1: Introduction

Chapter 2: The desire for relevance

Chapter 3: The conceptualization of relevance

Chapter 4: What’s in a brand name?

Chapter 5: The shattered brand fantasy

Chapter 6: The death rattle of the liberal arts

Chapter 7: A long day’s journey into liberal arts pedagogy

Chapter 8: Concluding remarks

O autorze

Anthony Lowrie is Associate Professor of Marketing Communications at Emerson College, USA. He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction and dissatisfaction. 

Blurb

This book provides a critical theory of branding in higher education. The author argues for a higher education for all and positions higher education as a human right necessary for the well-being of citizens and democracy. Firstly, the book introduces the concept of desire as an underpinning for brand theory. The author then uses an explication of the concept of relevance linked with desire to further our understanding of higher education as an emancipatory project. Chapter 4 explores brand identity, which is shown to be a retroactive investment of naming. Mathemes are used to illustrate the theory of naming in identity formation. Finally, the author also examines the idea of the liberal arts and provides an ethnographic and critical discourse analysis of the liberal arts college.