Marketing Higher Education Understanding How to Build and Promote the University Brand 1st edition by Paul Sergius Kok 9781000617603 1000617602

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ISBN 10: 1000617602
ISBN 13: 9781000617603 
Author: Paul Sergius Kok

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.

Marketing Higher Education Understanding How to Build and Promote the University Brand 1st Table of contents:

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, Geographic, Psychographic, Behavioral, 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
• Service Characteristics: Intangibility, Inseparability, Heterogeneity, Perishability
• Service Quality and Recovery
• Loyalty
• Summary, Questions, References

4. Pricing Issues

• Introduction
• Price Determinants and Influencing Factors
• Dynamic Pricing Strategies
• Summary, Questions, References

5. Location and a University

• Introduction
• Factors Influencing Location: Raw Materials, Energy, Market, Labor, Policies, Infrastructure
• Quality of Life
• Summary, Questions, References

6. Promoting and Advertising Universities

• Introduction
• Promotion Strategies and Communication Objectives
• Advertising, Direct Marketing, Sales Promotion, Public Relations
• Service Delivery Channels: Employees, Campuses, Websites
• External Communications: Word of Mouth, Social Media, Media Coverage
• Summary, Questions, References

7. Personal Selling of a University

• Introduction
• Characteristics of Effective Salespersons
• Role of Technology and Third Parties
• Admission Fairs and Embassies
• Summary, Questions, References

8. Competition and Innovations in Higher Education

• Introduction
• Competition’s Impact on Ethics and Globalization
• Innovations and Product Life Cycle at Universities
• Differentiation Strategies
• Summary, Questions, References

9. Names and Name Change – University Brand Management

• Introduction
• Importance of a Name
• Corporate Name Change and Services Industry Applications
• University Name Changes
• Summary, Questions, References

10. The Eduscape: The University Experience

• Introduction
• Application of Servicescape in Marketing and Universities
• Tools of Servicescape: Social, Cyberscape, and Cosmopolitan Features
• Summary, Questions, References

11. Internationalization of Universities

• Introduction
• Models and Responsibilities of Internationalization
• Perspectives from Different Countries: Portugal, Germany, USA, Developing Countries
• The Way Forward
• Summary, Questions, References

12. The Expansion of Private Universities

• Introduction
• Historical and Regional Perspectives: Latin America, Bulgaria, Italy, East Africa, West Africa, South Korea, Bangladesh
• Implications for University Marketing
• Summary, Questions, References

13. Regulatory Issues in Higher Education

• Introduction
• Key Legislation: ADA, Title IX, FERPA, HEA, EU Policies (Bologna Process, Erasmus+, Horizon 2020)
• Marketing Opportunities
• Summary, Questions, References

Name Index
Subject Index

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