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Author: Sheena C. Howard, PhD
Publisher: BenBella Books
ISBN: 1637744404
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
Become a thought leader in your postgraduate field—and make money while doing so, with this step-by-step guide from an academic who has been there. Academic Branding gives academics and scholars the tools and strategies they need to position themselves outside of academia so they can reach the masses and make an impact—without the expense of a publicist. With the practices in this book, readers will build a powerful brand, become a public intellectual, and grow their audience with guidance from Sheena C. Howard, PhD. She’s been where you are now, and she’s ready to help you grow beyond what you imagine. With Dr. Howard’s unique and thorough approach to success in the age of social media, you’ll learn how to: Reframe the way you think about self-promotion Identify your brand archetype and create a brand statement Reach an audience beyond academia Build multiple revenue streams Get your ideas (and content) to spread Create a movement around your expertise Land major media spots and speaking engagements In a world where anyone who is savvy online can turn themselves into a subject matter expert, it’s important that we lift up and amplify the voices of actual subject matter experts. This guide will teach you how to reach the audience that needs your expertise most, building a brand and achieving financial freedom along the way.
Author: Sheena C. Howard, PhD
Publisher: BenBella Books
ISBN: 1637744404
Category : Business & Economics
Languages : en
Pages : 225
Get Book Here
Book Description
Become a thought leader in your postgraduate field—and make money while doing so, with this step-by-step guide from an academic who has been there. Academic Branding gives academics and scholars the tools and strategies they need to position themselves outside of academia so they can reach the masses and make an impact—without the expense of a publicist. With the practices in this book, readers will build a powerful brand, become a public intellectual, and grow their audience with guidance from Sheena C. Howard, PhD. She’s been where you are now, and she’s ready to help you grow beyond what you imagine. With Dr. Howard’s unique and thorough approach to success in the age of social media, you’ll learn how to: Reframe the way you think about self-promotion Identify your brand archetype and create a brand statement Reach an audience beyond academia Build multiple revenue streams Get your ideas (and content) to spread Create a movement around your expertise Land major media spots and speaking engagements In a world where anyone who is savvy online can turn themselves into a subject matter expert, it’s important that we lift up and amplify the voices of actual subject matter experts. This guide will teach you how to reach the audience that needs your expertise most, building a brand and achieving financial freedom along the way.
Author: Jason W. Lee
Publisher:
ISBN: 9781531000066
Category : Branding (Marketing)
Languages : en
Pages :
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Book Description
"Brand management is of great importance in the ever-changing landscape of higher education as institutional branding considerations aimed at differentiating and reinforcing and cultivating a specific brand identity seeks to address brand cultivation barriers. How universities craft and disseminate the institutional messages, fused with the capability to capitalize on branding opportunities and counter challenges, can dynamically impact public perception. In today's higher education landscape, brand perception serves as an instrumental role in the reputational and financial robustness-and ultimately, the long-standing success of higher education institutions"--
Author: Cabrera, Marga
Publisher: IGI Global
ISBN: 1522509186
Category : Education
Languages : en
Pages : 272
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Book Description
Reputation can be a pivotal factor to potential success throughout one’s academic career. By utilizing available technological assets and tools, professionals can effectively manage their personal brands. Digital Tools for Academic Branding and Self-Promotion is an authoritative reference source for the latest research on the interrelationship between digital branding and academic reputation. Showcasing relevant digital platforms and techniques, this book is a compendium of vital material for academics, professionals, practitioners, and marketers interested in effective reputation management.
Author: Mario Biagioli
Publisher: Cambridge University Press
ISBN: 110889819X
Category : Law
Languages : en
Pages : 247
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Book Description
The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.
Author: Del Pino, Ariana Daniela
Publisher: IGI Global
ISBN: 1799849317
Category : Education
Languages : en
Pages : 340
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Book Description
As higher education institutions adapt to an increasingly digital world, it is imperative that they adopt technological techniques that allow them to establish a digital presence. Academic e-branding involves managing a university’s brand and image to promote and build the reputation of the institution, especially in regards to its student and faculty research and achievements. Without a solid digital presence, higher education institutions may struggle to remain competitive. Improving University Reputation Through Academic Digital Branding is a critical scholarly publication that explores digital branding and its role in establishing the reputation of academic institutions and programs. Featuring a range of topics including digital visibility, social media, and inclusive education, this book is ideal for higher education boards, brand managers, university and college marketers, researchers, academicians, practitioners, administrators, and students.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522551883
Category : Business & Economics
Languages : en
Pages : 1755
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Book Description
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author: Robert Edward Martin
Publisher: Edward Elgar Publishing
ISBN: 9781781958308
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
This book is much more interesting, and more important, than its technical-sounding title might suggest. It combines rigorous economic analysis with thoughtful conclusions as to the public purposes and organisational priorities of higher education. Paul Temple, Institute of Education, UK The book provides an interesting blend of conceptual, theoretical, methodological and empirical aspects on costs of higher education that are key to understanding how higher education institutions operate. The author examines in detail the complexities involved in the application of principles of firms to academic institutions, such as pricing, cost functions, product functions, quality, product differentiation, subsidies, competition, technology, risk bearing, etc. The examination of how charity market works, the economic forces that explain the demand for and supply of endowment funds is quite insightful. By emphasizing the public good nature of higher education, the social purpose it serves, the principle of equality in higher education, the principle of social contract, erosion of public trust, etc., while addressing a broad set of standard issues in economics of higher education relating to costs and quality of higher education, the book indeed forms a special reading on the subject. Jandhyala B.G. Tilak, Journal of Educational Planning and Administration Quality has never been more important for the future of higher education and the economy than it is today. Unfortunately, the decline in student quality is accompanied by costs that are out of control, a governance system that will not permit any reallocation of resources, and a society that expects higher education to address problems that are well beyond its core competencies. In this timely volume, Robert E. Martin presents a thorough treatment of the social contract between those who fund higher education and those who benefit from it. In-depth discussions include: the institution s role as steward of the higher education social contract the role of transaction costs, risk bearing, production technology, and asset ownership in determining the internal structure of the institution the market for academic charities price, quality, and advertising competition in higher education. Formal models of production and cost, optimal fundraising, the maximization of academic reputation, agency behavior, and the student's enrollment decision are also presented and analyzed. Cost Control, College Access, and Competition in Higher Education will be of great interest to higher education researchers and administrators, economists, and public policymakers.
Author: Robert Jones
Publisher: Oxford University Press
ISBN: 0198749910
Category : Business & Economics
Languages : en
Pages : 161
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Book Description
Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.
Author: Khalid Saqr
Publisher: KNOWDYN Laboratory
ISBN:
Category : Business & Economics
Languages : en
Pages : 101
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Book Description
In today’s $75 trillion global knowledge economy, the world's 17 million faculty members, academic researchers, and scientists who are creating new knowledge capital and safeguarding existing knowledge should be rich and in control! Are you an academic striving for adequate rewards for your invaluable contributions to the global knowledge economy? Do you search for ways to navigate the intricate landscape of intellectual property rights and safeguard your innovative ideas? "Knowledge Sentinels" is here to empower you! The concept of “Knowledge Sentinels” stems from the author's long experience with the exigent challenges faced by academics. The motivation behind this guide is to elucidate the multifaceted factors that underpin this inequity and foster an intellectually rigorous discourse on the value of intellectual property and its custodians in academia. The book’s Introduction seeks to establish the foundational premise of our inquiry. Drawing from realistic case studies and analysis of emerging technology trends, the book provides a guide to applied intellectual property management in higher education and research institutions. The author proposes a novel framework for IP rights management in academic institutions. MERC stands for Manage, Evaluate, Regulate, Capitalise, which are the four procedural work frames that any research group, R&D service company, or academic institution needs to grow their knowledge capital. Chapter 1, "Intellectual Property Rights (IPR) in Academia" covers types of IP, common terms, joint ownership, copyright, trademarks, patents, and trade secrets. It emphasizes managing and protecting original works, fostering academic branding, and preserving research innovations. The chapter highlights the importance of well-defined agreements, confidentiality, and equitable rights distribution. Chapter 2, "Trademarks and Branding for Academics" explores the significance of academic trademarks and branding. It covers various academic trademark types and their role in safeguarding knowledge. Branding's impact on disseminating knowledge, establishing trust, and forging partnerships is examined, alongside case studies including MIT, Cambridge, and NUS, showcasing successful academic branding strategies. It also delves into brand-building processes, spotlighting Tohoku University's disaster research and SNU's convergence of technology and humanities excellence. Chapter 3, "Copyright Protection and Academic Works" critically discusses copyright aspects in academia, covering ownership within institutions, challenges faced, Open Access and Creative Commons models, balancing copyright with fair use, global copyright factors, and safeguarding academic works online. Chapter 4 delves into the effective management and utilization of collaborative intellectual property in academia. It explores key frameworks like the Bayh-Dole Act and Technology Readiness Level, along with processes such as Technology Transfer Office Workflow, AUTM Technology Transfer, and the author's MERC Workflow. MERC stands for Manage, Evaluate, Regulate, and Capitalise and it is a procedural workflow developed by the author to manage collaborative innovation and IP rights, particularly during the early stages of academic R&D. In Chapter 5, the book unveils "Model Operating Procedures for the MERC Workflow in higher education and research institutions." By leveraging empirical insights from prominent universities and research centers, the author outlines an evidence-based blueprint to streamline intellectual property management within institutions. Through rigorous analysis, we demonstrate how effective management protocols can mitigate disputes and foster an environment conducive to fruitful academic endeavors.
Author: Brian Mathews
Publisher: American Library Association
ISBN: 0838909841
Category : Business & Economics
Languages : en
Pages : 193
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Book Description
In Marketing Today’s Academic Library, Brian Mathews uses his vast experience to speak directly to the academic library practitioner about matching services with user needs. This book proposes new visions and ideas, challenging the traditional way of thinking and providing a framework to target users more precisely.Most library marketing intended for undergraduates promotes the collection, reference and instructional service, and occasional events such as guest speakers or exhibits. The guiding principle of Marketing Today’s Academic Library is that marketing should focus on the lifestyle of the user, showcasing how the library fits within the daily life of the student. Mathews’ personal and compelling presentation will assist readers in Challenging and rethinking their marketing strategies Demonstrating their value through applied relevance Focusing on the needs of the student and their expectationsWritten in a concise and engaging manner that speaks to popular anxiety points about new marketing techniques, this book is filled with tips and strategies that academic librarians can use to communicate with students, surpassing their expectations of their library experience.
