Marketization of Higher Education and University Branding. Review of: Papadimitrou A. (ed.) Competition in Higher Education Branding and Marketing: National and Global Perspectives
The volume reviewed provides a critical examination of contemporary trends in the marketization of higher education and university branding. Being bound to respond to external challenges, in particular seek additional sources of finance in the context of reduced public funding, universities are incr...
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| Format: | Article |
| Language: | English |
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National Research University Higher School of Economics (HSE)
2019-12-01
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| Series: | Вопросы образования |
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| Online Access: | https://vo.hse.ru/article/view/15567 |
| _version_ | 1811164584333017088 |
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| author | Pavel Demin |
| author_facet | Pavel Demin |
| author_sort | Pavel Demin |
| collection | DOAJ |
| description | The volume reviewed provides a critical examination of contemporary trends in the marketization of higher education and university branding. Being bound to respond to external challenges, in particular seek additional sources of finance in the context of reduced public funding, universities are increasingly more likely to adopt governance and development practices from businesses. The book authors consider higher education as a highly competitive market in which universities compete in a very corporate way. In a competitive climate, university branding becomes an effective way of attracting partners and students. Examples of higher education systems in a number of countries (Belgium, Mozambique, Hong Kong, etc.) are used to investigate the strategies used by universities to create, promote and differentiate their brands. The book also explores specific aspects of private university branding, the role of rankings in brand building, government participation in the positioning of national universities in the global higher education market, and the current challenges in branding development and promotion faced by universities, such as the need to develop social capital, differentiate from other institutions, and deal with piggyback marketing. |
| first_indexed | 2024-04-10T15:23:54Z |
| format | Article |
| id | doaj.art-98111380185e47e38eea423e0374d804 |
| institution | Directory Open Access Journal |
| issn | 1814-9545 2412-4354 |
| language | English |
| last_indexed | 2024-04-10T15:23:54Z |
| publishDate | 2019-12-01 |
| publisher | National Research University Higher School of Economics (HSE) |
| record_format | Article |
| series | Вопросы образования |
| spelling | doaj.art-98111380185e47e38eea423e0374d8042023-02-14T12:05:00ZengNational Research University Higher School of Economics (HSE)Вопросы образования1814-95452412-43542019-12-01429430610.17323/1814-9545-2019-4-294-30615567Marketization of Higher Education and University Branding. Review of: Papadimitrou A. (ed.) Competition in Higher Education Branding and Marketing: National and Global PerspectivesPavel Demin0HSE UniversityThe volume reviewed provides a critical examination of contemporary trends in the marketization of higher education and university branding. Being bound to respond to external challenges, in particular seek additional sources of finance in the context of reduced public funding, universities are increasingly more likely to adopt governance and development practices from businesses. The book authors consider higher education as a highly competitive market in which universities compete in a very corporate way. In a competitive climate, university branding becomes an effective way of attracting partners and students. Examples of higher education systems in a number of countries (Belgium, Mozambique, Hong Kong, etc.) are used to investigate the strategies used by universities to create, promote and differentiate their brands. The book also explores specific aspects of private university branding, the role of rankings in brand building, government participation in the positioning of national universities in the global higher education market, and the current challenges in branding development and promotion faced by universities, such as the need to develop social capital, differentiate from other institutions, and deal with piggyback marketing.https://vo.hse.ru/article/view/15567globalizationuniversity brandbrandingbranding effectsuniversity marketinghigher education market |
| spellingShingle | Pavel Demin Marketization of Higher Education and University Branding. Review of: Papadimitrou A. (ed.) Competition in Higher Education Branding and Marketing: National and Global Perspectives Вопросы образования globalization university brand branding branding effects university marketing higher education market |
| title | Marketization of Higher Education and University Branding. Review of: Papadimitrou A. (ed.) Competition in Higher Education Branding and Marketing: National and Global Perspectives |
| title_full | Marketization of Higher Education and University Branding. Review of: Papadimitrou A. (ed.) Competition in Higher Education Branding and Marketing: National and Global Perspectives |
| title_fullStr | Marketization of Higher Education and University Branding. Review of: Papadimitrou A. (ed.) Competition in Higher Education Branding and Marketing: National and Global Perspectives |
| title_full_unstemmed | Marketization of Higher Education and University Branding. Review of: Papadimitrou A. (ed.) Competition in Higher Education Branding and Marketing: National and Global Perspectives |
| title_short | Marketization of Higher Education and University Branding. Review of: Papadimitrou A. (ed.) Competition in Higher Education Branding and Marketing: National and Global Perspectives |
| title_sort | marketization of higher education and university branding review of papadimitrou a ed competition in higher education branding and marketing national and global perspectives |
| topic | globalization university brand branding branding effects university marketing higher education market |
| url | https://vo.hse.ru/article/view/15567 |
| work_keys_str_mv | AT paveldemin marketizationofhighereducationanduniversitybrandingreviewofpapadimitrouaedcompetitioninhighereducationbrandingandmarketingnationalandglobalperspectives |