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

Description

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. Cover Half Title Title Page Copyright Page Dedication Table of Contents Statement of Aims About the Author Acknowledgments Caveats and Disclaimers 1 Marketing in Universities Introduction The Essence of Marketing What Is a University Selling? The Human Capital Theory Economic Rationale for Change To Whom Is the University Selling? Creating Value and Mutual Satisfaction Summary Questions References 2 Market Segmentation Introduction What Is Segmentation? Why a University Must Segment Its Markets Factors and Methods for Segmentation Demographic Segmentation Geographic Segmentation Psychographic Segmentation Behavioral Segmentation Volume-Based Segmentation Multiple Segmentation Variables Segmentation Techniques University Markets Summary Questions References 3 Higher Education as a Product Introduction What Is a Product? Value and Value Creation Value Co-Creation Applicable Features to a University Intangibility Inseparability Heterogeneity Perishability Other Conceptualizations of Services Service Quality Service Quality Gap Service Recovery Loyalty Summary Questions References 4 Pricing Issues Introduction Price and Factors That Influence Price How Price Is Determined Other Factors Market Conditions Price Elasticity Value to Customers Other Factors Pay What You Want Dynamic Pricing Summary Questions References 5 Location and a University Introduction The Concept of Location of Industries Raw Materials Energy Market Labor Supply Land and Land Use Policies Capital Transportation Government Policies Infrastructure Quality of Life Summary Questions References 6 Promoting and Advertising Universities Introduction Promotion How Should Universities Use the 5Ws? University’s Communication Objectives How Universities Can Use the Communication Mix What Is Advertising and Why Universities Must Advertise? Direct Marketing Sales Promotion Personal Selling Public Relations Communications That Take Place in the Delivery Channels Service Delivery Frontline Employees Service Outlets/Satellite Campus Websites Corporate Design Communications That Take Place Outside the Organization/University Word of Mouth Online Social Media Networks Media-Initiated Coverage in Online Media (Blogs, Twitter, Etc.) Media-Initiated Coverage in Traditional Media Podcasting Push and Pull Strategies Which Means to Use to Advertise? Summary Question References 7 Personal Selling of a University Introduction What Is Personal Selling? The Characteristics of Good Salesperson Technology and Personal Selling Other Relevant Constructs The Role of Third Parties Admission and College Fairs Embassies Abroad Summary Questions References 8 Competition and Innovations in Higher Education Introduction The Nature of Competition Does Competition Destroy Ethical Behavior? Previous Studies On Competition Globalization and Higher Education Innovations at Universities The Product Life Cycle PLC at the University Level The PLC at the Program Level Differentiation of Universities Summary Questions References 9 Names and Name Change – University Brand Management Introduction What Is in a Name? Signaling Theory Corporate Name Change Does Every Name Change Work? Focus On the Services Industry University Name Changes What Do All These Mean? Summary Questions References 10 The Eduscape: The University Experience Introduction What Is Eduscape and How Can It Be Used in University Marketing? Application of Servicescape in the Business World – The Hospitality Industry The Effect of Servicescape On Employees Social Servicescape and Cyberscape Other Adaptations Cosmopolitan Servicescape Servicescape in Universities The Tools of Servicescape in Universities Summary Questions References 11 Internationalization of Universities Introduction Internationalization of Higher Education The Globalist, Internationalist, and Translocalist Models of Internationalization Paradoxes and Responsibilities of Internationalization Views On Internationalization of Education From Other Developed Countries (Views From Portugal) Views From Germany Views From the United States Views From Developing Countries The Way Forward and Why? Summary Questions References 12 The Expansion of Private Universities Introduction The History of Private Universities in Latin America From Argentina The Private Universities of Bulgaria The Italian Experience Views From Tanzania, East Africa Views From Kenya, East Africa Views From Malawi, East Africa Experiences From the Private Education Sector in Ghana, West Africa Views From South Korea Views From Bangladesh What Does Privatization of Higher Education Mean for Marketing Universities? Summary Questions References 13 Regulatory Issues in Higher Education Introduction Americans With Disabilities Act Title I (Employment) Equal Employment Opportunity for Individuals With Disabilities Title II (State and Local Government) Nondiscrimination On the Basis of Disability in State and Local Government Services Title III (Public Accommodations) Nondiscrimination On the Basis of Disability By Public Accommodations and in Commercial Facilities Title IV (Telecommunications) Title V (Miscellaneous Provisions) Age Discrimination in Employment Act Higher Education Act of 1965 Higher Education Opportunity Act of 2008 Title IX of the Education Amendments of 1972 Title VI of the Civil Rights Act 42 U.S.C. 2000d Et Seq. (“Title VI”) Family Educational Rights and Privacy Act The Freedom of Information Act Exemptions Higher Education Gainful Employment Act Education Policies in the European Union Some EU Policies On Educational Issues The Bologna Process Is the Bologna Process a Binding Agreement? Integrating Migrants and Refugees Promoting Inclusion and Fundamental Values Higher Education Attainment (Erasmus+ and Horizon 2020) Marketing Opportunities Summary Questions References Name Index Subject Index