Understanding Branding in Higher Education Marketing Identities /

• Main Author: Lowrie, Anthony (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan, 2018.
• Edition: 1st ed. 2018.
• Series: Marketing and Communication in Higher Education
• Subjects: Higher education.; Marketing.; 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 bra...

Table of Contents:

• 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. .