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.
Author(s): Paul Sergius Koku
Publisher: Routledge
Year: 2022
Language: English
Pages: 205
City: London
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
