Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices


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.




Competition in Higher Education Branding and Marketing


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.




Choosing Futures


Book Description

Choosing Futures offers a wide ranging perspective on how young people, and their parents, make choices as they travel through a lifetime of education and training.




How to Market a University


Book Description

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.




Cases on Innovations in Educational Marketing


Book Description

Growing global competition for quality education, technology and collaboration is playing a paramount role in redefining institutions, requiring them to re-strategize to achieve a competitive advantageous international position. Cases on Innovations in Educational Marketing: Transnational and Technological Strategies addresses the prominent issues involved in marketing these new educational approaches that are revolutionizing the entire education sector. The institutions highlighted in these cases are emerging as educational corporate entities with a bouquet of academic programs as products endeavoring to augment their presence worldwide with innovative technological and transnational strategies. This book provides comparative and comprehensive analysis of technological and transnational strategies in educational marketing on various issues across the world and also the best practices and experiences from a diverse range of countries.




Teaching Higher Education to Lead


Book Description

Competition to provide education is tense, attributed to the ease to access and process information. Technological development has also landed a terrible blow to the employment situation, which forces higher education institutions to review what and how their students learn. Yet, the desire to retain and grow the number of students and gain commercially can sometimes cloud judgment of educational leaders. They need to know that poorly made decisions hurt the businesses and students. In this book, Sam Choon-Yin explores how technological development has the potential to transform higher education. However, the same technology also has the potential to disrupt the education sector. The author provides a critical outlook on the prevailing practices of the higher education institutions. By drawing our attention to the various challenges, the author shows how teaching and learning can be effectively carried out in the digital age to serve the needs of students and hiring companies, and ultimately the institutions of higher learning. Understanding the issues and challenges means better design of and delivery of the curriculum. At a deeper level, the book raises a complex question of “what makes an education institution different” as they aim to define themselves by fulfilling students’ desire. Understanding these issues forms the basis of power for higher education institutions to remain competitive and relevant in the age of digitization.




The Great Mistake


Book Description

A remarkable indictment of how misguided business policies have undermined the American higher education system. Winner of the CHOICE Outstanding Academic Title of the Choice ACRL Higher education in America, still thought to be the world leader, is in crisis. University students are falling behind their international peers in attainment, while suffering from unprecedented student debt. For over a decade, the realm of American higher education has been wracked with self-doubt and mutual recrimination, with no clear solutions on the horizon. How did this happen? In this stunning new book, Christopher Newfield offers readers an in-depth analysis of the “great mistake” that led to the cycle of decline and dissolution, a mistake that impacts every public college and university in America. What might occur, he asserts, is no less than locked-in economic inequality and the fall of the middle class. In The Great Mistake, Newfield asks how we can fix higher education, given the damage done by private-sector models. The current accepted wisdom—that to succeed, universities should be more like businesses—is dead wrong. Newfield combines firsthand experience with expert analysis to show that private funding and private-sector methods cannot replace public funding or improve efficiency, arguing that business-minded practices have increased costs and gravely damaged the university’s value to society. It is imperative that universities move beyond the destructive policies that have led them to destabilize their finances, raise tuition, overbuild facilities, create a national student debt crisis, and lower educational quality. Laying out an interconnected cycle of mistakes, from subsidizing the private sector to “the poor get poorer” funding policies, Newfield clearly demonstrates how decisions made in government, in the corporate world, and at colleges themselves contribute to the dismantling of once-great public higher education. A powerful, hopeful critique of the unnecessary death spiral of higher education, The Great Mistake is essential reading for those who wonder why students have been paying more to get less and for everyone who cares about the role the higher education system plays in improving the lives of average Americans.




EBOOK: Marketing Higher Education


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.




Improving Marketing Strategies for Private Label Products


Book Description

With changing economic and social environmental conditions and diversified consumer attitudes, national and international competition has increased among retailers. Private label brands have started to follow a dynamic structure in order to adapt themselves to developing environmental conditions. Today, private label products are often mentioned as a mechanism for reaching differentiation in the market and for helping retailers to strengthen consumer loyalty. Improving Marketing Strategies for Private Label Products is a collection of innovative research that examines how some markets are successful and what other markets can do to increase their market share in terms of private label products. It supports in the development of marketing strategies that can help make a private label product more successful. While highlighting topics including e-commerce, national branding, and consumer behavior, this book is ideally designed for marketing professionals, managers, executives, entrepreneurs, business owners, business practitioners, researchers, academicians, and students.




New Strategies in Higher Education Marketing


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.