Towards a branding oriented higher education sector: an overview of the four perspectives on university marketing studies

Sujchaphong, Narissara and Nguyen, Bang and Melewar, T. C. (2017) Towards a branding oriented higher education sector: an overview of the four perspectives on university marketing studies. The Marketing Review, 17 (1). pp. 87-116. ISSN 1469-347X

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The paper provides a background to the discussion of the evolution and influence of marketing and brand management within UK universities. Four perspectives are considered, namely, marketing management in universities, branding in universities, corporate branding in universities and internal branding. The discussion suggests that higher education institutions are encouraged on all sides to become more market oriented. Private universities, which may be more dependent upon tuition fees (since they receive less funding from the government), appear to be ahead of public universities in using the initiatives in internal brand communication. Employees need to understand the brand values, in order to align their attitudes and behaviour in support of the corporate brand. Although internal branding has become important for universities in increasingly competitive markets, it is still recognised as a new phenomenon and therefore more research is encouraged in this area.

Item Type: Article
Keywords (uncontrolled): Higher education marketisation, branding in higher education, corporate branding, university corporate branding, internal branding, university
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18982
Notes on copyright: Author Posting © Westburn Publishers Ltd, 2017. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, Volume 17, Number 1, Spring 2017, pp. 87-116, doi:10.1362/146934717x14909733966128.
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Depositing User: Tc Melewar
Date Deposited: 08 Mar 2016 11:07
Last Modified: 10 Dec 2018 14:08

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