Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices

Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices
Author: Tripathi, Purnendu
Publisher: IGI Global
Total Pages: 388
Release: 2013-05-31
Genre: Business & Economics
ISBN: 1466640154

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

Competition in Higher Education Branding and Marketing
Author: Antigoni Papadimitriou
Publisher: Springer
Total Pages: 261
Release: 2017-10-06
Genre: Education
ISBN: 3319585274

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.

How to Market a University

How to Market a University
Author: Teresa Flannery
Publisher: Johns Hopkins University Press
Total Pages: 257
Release: 2021-01-12
Genre: Education
ISBN: 1421440342

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.

Choosing Futures

Choosing Futures
Author: Nicholas Foskett
Publisher: Routledge
Total Pages: 255
Release: 2002-11
Genre: Education
ISBN: 1134572573

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.

International Marketing of Higher Education

International Marketing of Higher Education
Author: Terry Wu
Publisher: Springer
Total Pages: 272
Release: 2016-09-15
Genre: Education
ISBN: 1137542918

This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.

University-Industry Collaboration Strategies in the Digital Era

University-Industry Collaboration Strategies in the Digital Era
Author: Günay, Durmu?
Publisher: IGI Global
Total Pages: 431
Release: 2021-01-29
Genre: Education
ISBN: 1799839028

Competitive strategies and higher education-industry collaboration policies are playing a vital role in fostering the reputation and international rankings of higher education institutions. The positive impact of these policies may best be observed in the economic and social outputs of many countries such as the USA, Singapore, South Korea, and European Union (EU) countries such as Belgium, Germany, France, and the Netherlands. However, the number of academic publications that specifically concentrate on the impact of these policies on higher education institutions and authorities remains relatively limited. University-Industry Collaboration Strategies in the Digital Era is an essential research publication that provides comprehensive research on competitive strategies for higher education institutions that will allow them to forge beneficial partnerships with industries that will have a significant impact on their success. Highlighting a wide range of topics such as human resource management, network planning, and institutional structure, this book is ideal for administrators, education professionals, academicians, researchers, policymakers, and students.

EBOOK: Marketing Higher Education

EBOOK: Marketing Higher Education
Author: Felix Maringe
Publisher: McGraw-Hill Education (UK)
Total Pages: 213
Release: 2008-12-16
Genre: Education
ISBN: 0335236863

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.

Strategic Brand Management in Higher Education

Strategic Brand Management in Higher Education
Author: Bang Nguyen
Publisher: Routledge
Total Pages: 441
Release: 2019-02-13
Genre: Business & Economics
ISBN: 0429639430

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.

Innovations in the Designing and Marketing of Information Services

Innovations in the Designing and Marketing of Information Services
Author: Jesubright, John Jeyasekar
Publisher: IGI Global
Total Pages: 293
Release: 2019-11-29
Genre: Language Arts & Disciplines
ISBN: 179981484X

Compounded with the emergence of information technology, information services have become more complex. In order to break the bottleneck in providing information services, the information behavior of the user community must be studied and library staff must be effectively trained to identify, adapt, and satisfy the information needs of every type of information seeker. Innovations in the Designing and Marketing of Information Services provides emerging research exploring the theoretical and practical aspects of improving and expanding information resources and services in a cost-effective way and enables librarians to plan and present information services for the betterment of civil society. Featuring coverage on a broad range of topics such as e-resources, knowledge ethics, and user-friendly technology, this book is ideally designed for librarians, information scientists, behavioral scientists, information technologists, marketers, marketing executives, academicians, researchers, and students.

Democratizing Innovation

Democratizing Innovation
Author: Eric Von Hippel
Publisher: MIT Press
Total Pages: 224
Release: 2006-02-17
Genre: Business & Economics
ISBN: 0262250179

The process of user-centered innovation: how it can benefit both users and manufacturers and how its emergence will bring changes in business models and in public policy. Innovation is rapidly becoming democratized. Users, aided by improvements in computer and communications technology, increasingly can develop their own new products and services. These innovating users—both individuals and firms—often freely share their innovations with others, creating user-innovation communities and a rich intellectual commons. In Democratizing Innovation, Eric von Hippel looks closely at this emerging system of user-centered innovation. He explains why and when users find it profitable to develop new products and services for themselves, and why it often pays users to reveal their innovations freely for the use of all.The trend toward democratized innovation can be seen in software and information products—most notably in the free and open-source software movement—but also in physical products. Von Hippel's many examples of user innovation in action range from surgical equipment to surfboards to software security features. He shows that product and service development is concentrated among "lead users," who are ahead on marketplace trends and whose innovations are often commercially attractive. Von Hippel argues that manufacturers should redesign their innovation processes and that they should systematically seek out innovations developed by users. He points to businesses—the custom semiconductor industry is one example—that have learned to assist user-innovators by providing them with toolkits for developing new products. User innovation has a positive impact on social welfare, and von Hippel proposes that government policies, including R&D subsidies and tax credits, should be realigned to eliminate biases against it. The goal of a democratized user-centered innovation system, says von Hippel, is well worth striving for. An electronic version of this book is available under a Creative Commons license.