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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Bibliographic Details
Main Author: Koku, Paul Sergius, 1955- (Author)
Format: Book
Language: English
Published: London ; New York : Routledge, Taylor & Francis Group, [2023]
Subjects:
vysoké školy
marketing
marketingový management
řízení značky
universities and colleges
marketing management
brand management
branding (marketing)
příručky
případové studie
handbooks and manuals
case studies
ISBN: 978-0-367-74917-0
978-0-367-74919-4
978-1-003-16026-7
Physical Description: x, 192 stran ; 25 cm

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Table of contents

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100 1 |a Koku, Paul Sergius,  |d 1955-  |4 aut 
245 1 0 |a Marketing higher education :  |b understanding how to build and promote the university brand /  |c Paul Sergius Koku 
264 1 |a London ;  |a New York :  |b Routledge, Taylor & Francis Group,  |c [2023] 
264 4 |c ©2023 
300 |a x, 192 stran ;  |c 25 cm 
336 |a text  |b txt  |2 rdacontent 
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520 |a "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"- Resumé vydavatel 
650 0 7 |a vysoké školy  |7 ph116649  |2 czenas 
650 0 7 |a marketing  |7 ph115227  |2 czenas 
650 0 7 |a marketingový management  |7 ph115229  |2 czenas 
650 0 7 |a řízení značky  |7 ph205089  |2 czenas 
650 0 9 |a universities and colleges  |2 eczenas 
650 0 9 |a marketing  |2 eczenas 
650 0 9 |a marketing management  |2 eczenas 
650 0 9 |a brand management  |2 eczenas 
653 |a branding (marketing) 
655 7 |a příručky  |7 fd133209  |2 czenas 
655 7 |a případové studie  |7 fd133208  |2 czenas 
655 9 |a handbooks and manuals  |2 eczenas 
655 9 |a case studies  |2 eczenas 
910 |a ZLD002 
928 9 |a Taylor & Francis Group 
942 |2 udc 
992 |a BK  |b SK 
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