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Marketing and Communication in Higher Education

Understanding Branding in Higher Education

Marketing Identities

Authors: Lowrie, Anthony

  • Provides the reader with a robust theoretical account of branding higher education while providing a practical means of undertaking branding that will not isolate faculty and split the plurality of stakeholder communities
  • Draws on the works of Jacques Lacan and Ernesto Laclau to underpin critical radicalism
  • Presents an analysis based on a 3-year ethnographic study of users and providers of higher education within the university-industry-student relationship
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eBook 66,99 €
price for Spain (gross)
  • ISBN 978-1-137-56071-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 83,19 €
price for Spain (gross)
  • ISBN 978-1-137-56070-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

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. 

About the authors

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. 


Table of contents (8 chapters)

Buy this book

eBook 66,99 €
price for Spain (gross)
  • ISBN 978-1-137-56071-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 83,19 €
price for Spain (gross)
  • ISBN 978-1-137-56070-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Understanding Branding in Higher Education
Book Subtitle
Marketing Identities
Authors
Series Title
Marketing and Communication in Higher Education
Copyright
2018
Publisher
Palgrave Macmillan US
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-1-137-56071-1
DOI
10.1057/978-1-137-56071-1
Hardcover ISBN
978-1-137-56070-4
Edition Number
1
Number of Pages
XVII, 188
Number of Illustrations and Tables
2 b/w illustrations, 2 illustrations in colour
Topics