Marketing higher education : understanding how to build and promote the university brand

"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. Unlike the current offering available on the subjec...

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Tác giả chính:	Koku, Paul Sergius
Định dạng:	Sách
Ngôn ngữ:	English
Thông tin xuất bản:	Routledge
Chủ đề:	Marketing Branding (Marketing) Education Universities and colleges
Truy cập trực tuyến:	https://thuvienso.hoasen.edu.vn/handle/123456789/13250
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spelling	oai:https:--thuvienso.hoasen.edu.vn:123456789-132502023-10-25T07:11:07Z Marketing higher education : understanding how to build and promote the university brand Koku, Paul Sergius Marketing Branding (Marketing) Education Universities and colleges "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. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice and how it relates to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization and expansion. Overarchingly, the book considers how to develop and promote the University as a product and as a brand. 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. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building" Provided by publisher. 2023 Book 978-1-003-16026-7 https://thuvienso.hoasen.edu.vn/handle/123456789/13250 en x, 192 p. : ill. application/pdf application/pdf Routledge
institution	Trường Đại học Hoa Sen
collection	DSpaceHS
language	English
topic	Marketing Branding (Marketing) Education Universities and colleges
spellingShingle	Marketing Branding (Marketing) Education Universities and colleges Koku, Paul Sergius Marketing higher education : understanding how to build and promote the university brand
description	"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. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice and how it relates to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization and expansion. Overarchingly, the book considers how to develop and promote the University as a product and as a brand. 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. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building" Provided by publisher.
format	Book
author	Koku, Paul Sergius
author_facet	Koku, Paul Sergius
author_sort	Koku, Paul Sergius
title	Marketing higher education : understanding how to build and promote the university brand
title_short	Marketing higher education : understanding how to build and promote the university brand
title_full	Marketing higher education : understanding how to build and promote the university brand
title_fullStr	Marketing higher education : understanding how to build and promote the university brand
title_full_unstemmed	Marketing higher education : understanding how to build and promote the university brand
title_sort	marketing higher education : understanding how to build and promote the university brand
publisher	Routledge
url	https://thuvienso.hoasen.edu.vn/handle/123456789/13250
work_keys_str_mv	AT kokupaulsergius marketinghighereducationunderstandinghowtobuildandpromotetheuniversitybrand
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Marketing higher education : understanding how to build and promote the university brand

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