eBook - ePub

Marketing Higher Education

Name: Marketing Higher Education
ISBN: 9781000617603

Understanding How to Build and Promote the University Brand

Paul Sergius Koku,

192 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Marketing Higher Education

Understanding How to Build and Promote the University Brand

Paul Sergius Koku,

About this book

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 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.

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Yes, you can access Marketing Higher Education by Paul Sergius Koku in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.