Understanding Branding in Higher Education Marketing Identities /
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 bra...
Κύριος συγγραφέας: | |
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Συγγραφή απο Οργανισμό/Αρχή: | |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
New York :
Palgrave Macmillan US : Imprint: Palgrave Macmillan,
2018.
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Έκδοση: | 1st ed. 2018. |
Σειρά: | Marketing and Communication in Higher Education
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Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- 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. .