Understanding Branding in Higher Education

Marketing Identities
1. Auflage 2018
ISBN: 978-1-137-56070-4
Verlag: Palgrave Macmillan

Buch, Englisch, 188 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 3745 g

Reihe: Marketing and Communication in Higher Education

This book provides a critical theory of branding in higher education. The author argues for a higher education for all and positions higher education as a human right necessary for the well-being of citizens and democracy. Firstly, the book introduces the concept of desire as an underpinning for brand theory. The author then uses an explication of the concept of relevance linked with desire to further our understanding of higher education as an emancipatory project. Chapter 4 explores brand identity, which is shown to be a retroactive investment of naming. Mathemes are used to illustrate the theory of naming in identity formation. Finally, the author also examines the idea of the liberal arts and provides an ethnographic and critical discourse analysis of the liberal arts college.

Autoren/Hrsg.

Lowrie, Anthony

Fachgebiete

• Sozialwissenschaften Pädagogik Lehrerausbildung, Unterricht & Didaktik Allgemeine Didaktik Hochschuldidaktik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1: Introduction.- Chapter 2: The desire for relevance.- Chapter 3: The conceptualization of relevance.- Chapter 4: What’s in a brand name?.- Chapter 5: The shattered brand fantasy.- Chapter 6: The death rattle of the liberal arts.- Chapter 7: A long day’s journey into liberal arts pedagogy.- Chapter 8: Concluding remarks.

Über Autor(innen)

Anthony Lowrie is Associate Professor of Marketing Communications at Emerson College, USA. He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction and dissatisfaction.