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Author: Felix Maringe
Publisher: McGraw-Hill Education (UK)
ISBN: 0335236863
Category : Education
Languages : en
Pages : 213
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Book Description
How can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, ‘University’, the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete. The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today.
Author: Felix Maringe
Publisher: McGraw-Hill Education (UK)
ISBN: 0335236863
Category : Education
Languages : en
Pages : 213
Get Book Here
Book Description
How can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, ‘University’, the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete. The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today.
Author: Terry Wu
Publisher: Springer
ISBN: 1137542918
Category : Education
Languages : en
Pages : 272
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Book Description
This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.
Author: Catherine DiMartino
Publisher: Teachers College Press
ISBN: 0807776785
Category : Education
Languages : en
Pages : 209
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Book Description
This timely book outlines the growth and development of marketing and branding practices in public education. The authors highlight why these practices have become important across key fields within public education, including leadership and governance, budgeting and finance, strategic initiatives, use of new technology, the role of teachers in marketing, and messaging. From an organizational perspective, they explore the implications of edvertising on the democratic mission of public education, especially as related to issues of equity and access for students who have been historically underserved. The authors argue that expansive marketing campaigns, unequal funding sources, and lack of regulation are quickly and profoundly reshaping public education without the benefit of robust research or public debate. Selling School is important reading for principals navigating increasingly marketized school systems, for policymakers constructing legislation, and for parents negotiating school choice. “DiMartino and Jessen are right in their prescient discussion of the muddling of public and private models in public education through marketing.” —From the Foreword by Christopher Lubienski, Indiana University, Bloomington “This book pioneers new ground as the authors move the literature on the marketization of education into a more nuanced analysis of how branding discourses and practices have entered the logic of public schooling.” —Gary L. Anderson, New York University “Essential for readers interested in learning about how private sector practices affect the functions of public schools.” —Janelle Scott, University of California, Berkeley
Author: Ugur Demiray
Publisher: IGI Global
ISBN: 9781609600747
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Enormous developments in the IT field and the ease in access to online resources have led to major advancements in online education. The marketing of this education is a controversial issue and the opinions on the significance of the educational institution as a product, and the students as the customers, remains arguable. Marketing Online Education Programs: Frameworks for Promotion and Communication provides relevant theoretical frameworks and the latest empirical research findings in this field. Teachers are adopting new technologies in their instructional strategies, be it for course design, development or delivery. The field of distance and online education is experiencing continuing growth. Marketing for distance and online learning environments faces a number of challenges in the form of delivering what these environments are promising, how to find the right information, regular updating of the courses and not to forget the effective user interaction with the course developers and peers. This book provides an integrated marketing communications perspective to communication and promotion issues of online programs.
Author: Antigoni Papadimitriou
Publisher: Springer
ISBN: 3319585274
Category : Education
Languages : en
Pages : 261
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Book Description
This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.
Author: Tripathi, Purnendu
Publisher: IGI Global
ISBN: 1466640154
Category : Business & Economics
Languages : en
Pages : 388
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Book Description
Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.
Author: Tony Attwood
Publisher: First and Best in Education
ISBN: 1860837379
Category : Education
Languages : en
Pages : 219
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Book Description
Author: Teresa Flannery
Publisher: Johns Hopkins University Press
ISBN: 1421440342
Category : Education
Languages : en
Pages : 257
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Book Description
How can universities implement strategic integrated marketing to effectively build and communicate their value? At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Teresa M. Flannery argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values. Flannery provides a road map for college leaders who want to learn how to build value—both in terms of revenue and reputation—by differentiating from competitors and developing personalized, supportive, and long-lasting relationships with stakeholders. Defining marketing while identifying its purposes in the context of higher education, Flannery draws on nonprofit marketing scholarship, the expertise of leading higher education marketing practitioners and administrators, and her own experiences over two decades at two different institutions. She teaches readers how to • set up their marketing leadership for success • find or build the necessary organizational capacity • set a firm foundation through market research • establish a differentiated value proposition and strong brand strategy • encourage enterprise-wide integration of marketing and communications • consider technical and resource requirements to succeed in digital marketing • develop appropriate and rigorous measurement • plan for appropriate investment • anticipate and prepare for future trends This practical guide reveals how to cultivate student, alumni, donor, and partner loyalty through strategic marketing. How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy.
Author: Andrew J. Coulson
Publisher: Transaction Publishers
ISBN: 9781412828086
Category : Education
Languages : en
Pages : 490
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Book Description
In Market Education: The Unknown History, Andrew J. Coulson explores the educational problems facing parents and shows how these problems can best be addressed. He begins with a discussion of what people want from their school systems, tracing their views of the kinds of knowledge, skills, and values education should impart, and their concerns about discipline, drugs, and violence in schools. Using this survey of goals and attitudes as a guide, Coulson sets out to compare the school systems of civilizations both ancient and modern, seeking to determine which systems achieved the aims of parents and the public at large and which did not. Drawing on the historical evidence of how these various systems operated, Coulson concludes that free educational markets have consistently done a better job of serving the public's needs than state-run school systems have.
Author: James A Burns
Publisher: Routledge
ISBN: 1136582495
Category : Business & Economics
Languages : en
Pages : 192
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Book Description
With rising financial difficulties and declining enrollments, many colleges and universities are finding that they need new and better ways to present and promote themselves to potential students and the general public. New Strategies in Higher Education Marketing contains practical, “how-to” applications of marketing thought and theory for the higher education environment. Written by practitioners for practitioners, this valuable book offers new viewpoints, tools, and creative ways to solve potentially devastating problems through the implementation of marketing. Each chapter is application oriented and cases and situations common to most universities and colleges are discussed to illustrate marketing strategies and techniques to make them more easily understood and readily usable. New Strategies in Higher Education Marketing is divided into four sections: Strategy Research and Promotion Enrollment Services Development. It includes informative chapters on topics including perceptions and proper application of marketing in higher education; fund raising; public relations; coordination of intra-organizational efforts; techniques and methods of gathering information and data; and the challenge and management of student enrollment. Directors, presidents, vice-presidents, and others responsible for or interested in the marketing of a college or university will find a wealth of highly practical information in this book.
