Marketing Higher Education: Understanding How to Build and Promote the University Brand

The book "Services Marketing in Higher Education" provides a comprehensive and practical guide to services marketing in higher education, combining theoretical grounding with real-life examples and case studies from international institutions. It is suitable for a broad audience and is particularly timely given the focus on branding and revenue generation in the post-pandemic world.

Format: Hardback
Length: 192 pages
Publication date: 15 July 2022
Publisher: Taylor & Francis Ltd

The book fills a gap in the market by providing a comprehensive and practical approach to services marketing in higher education. It combines theoretical grounding with real-life examples that demonstrate the application of marketing principles in the context of higher education institutions.

Each chapter concludes with two case studies from international Higher Education institutions, alongside reflective questions to provoke further thought. The book is suitable for a broad audience, ranging from students studying services marketing and specific higher education management modules to practitioners working in administrative roles within universities.

Given the current focus on branding and revenue generation in the post-pandemic world, the book is particularly timely and relevant. It offers valuable insights and strategies for universities seeking to enhance their reputation and attract more students and stakeholders.

Overall, "Services Marketing in Higher Education" is a valuable resource for anyone interested in understanding and improving the marketing of higher education services.

Weight: 540g
Dimension: 246 x 174 (mm)
ISBN-13: 9780367749170