1st Edition
Marketing Higher Education Understanding How to Build and Promote the University Brand
By Paul Sergius Koku
Copyright 2023
206 Pages
7 B/W Illustrations
by
Routledge
206 Pages
7 B/W Illustrations
by
Routledge
206 Pages
7 B/W Illustrations
by
Routledge
Also available as eBook on:
This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing 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 to the Higher... Read more
1 Marketing in Universities 2 Market Segmentation 3 Higher Education as a Product 4 Pricing Issues 5 Location and a University 6 Promoting and Advertising Universities 7 Personal Selling of a University 8 Competition and Innovations in Higher Education 9 Names and Name Change – University Brand Management 10 The Eduscape: The University Experience 11 Internationalization of Universities 12 The Expansion of Private Universities 13 Regulatory Issues in Higher Education
Biography
Paul Sergius Koku, PhD, is a Fulbrighter and tenured full professor at the College of Business at Florida Atlantic University, USA.
