EAN: 9783319864228

COMPETITION IN HIGHER EDUCATION BRANDING AND MA...

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.

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