Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/50640
Title: | Higher education marketing communications in the digital era |
Other Titles: | Marketing higher education in Africa : challenges and opportunities |
Authors: | Camilleri, Mark Anthony |
Keywords: | Universities and colleges -- Marketing Education, Higher -- Marketing Branding (Marketing) College publicity |
Issue Date: | 2020-02 |
Publisher: | CRC Press (Routledge) |
Citation: | Camilleri, M. A. (2020). Higher education marketing communications in the digital era. In E. O. Mogaji, F. Maringe & R. E. Hinson (Eds.), Marketing Higher Education in Africa: Challenges and Opportunities. 1st Edition, CRC Press (Routledge), Oxford, UK. https://www.crcpress.com/Strategic-Marketing-of-Higher- Education-in-Africa/Mogaji-Maringe-Hinson/p/book/9780367336356. |
Abstract: | This chapter examines the global marketing environment of today’s higher education institutions (HEIs). (Semi) Autonomous HEIs and business schools are increasingly behaving like for-profit organisations as they seek new opportunities and resources to prioritise revenue creation. Therefore, they are diversifying the portfolio of their student populations by recruiting domestic and international students. In this light, this contribution deliberates on contemporary integrated marketing communications that are intended to support HEIs to promote their quality, student-centred education as well as their high-impact and meaningful research in global markets. Moreover, it reports on how HEIs’ marketing endeavours will be able to forge fruitful and collaborative relationships with industry stakeholders; foster student mobility and engagement in exchange programmes, as they can create partnership agreements with other institutions, among other strategic avenues. These issues imply that tomorrow’s educational institutions will have to keep investing in adequate resources, competences and capabilities to leverage themselves amid intensifying competition in challenging socio-economic environments. |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/50640 |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
HEI Marketing Communications.pdf | 176.31 kB | Adobe PDF | View/Open |
Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.