Understanding Branding in Higher Education
Marketing Identities
(Sprache: Englisch)
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...
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Klappentext zu „Understanding Branding 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.
Inhaltsverzeichnis zu „Understanding Branding in Higher Education “
Chapter 1: IntroductionChapter 2: The desire for relevanceChapter 3: The conceptualization of relevanceChapter 4: What's in a brand name?Chapter 5: The shattered brand fantasyChapter 6: The death rattle of the liberal artsChapter 7: A long day's journey into liberal arts pedagogyChapter 8: Concluding remarks
Autoren-Porträt von Anthony Lowrie
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.
Bibliographische Angaben
- Autor: Anthony Lowrie
- 1st ed. 2018, 208 Seiten, Maße: 15,3 x 21,6 cm, Gebunden, Englisch
- Verlag: Palgrave Macmillan US
- ISBN-10: 1137560703
- ISBN-13: 9781137560704
- Erscheinungsdatum: 26.10.2017
Sprache:
Englisch
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