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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. 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.
Appears in Collections:Scholarly Works - FacMKSCC

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