Dublin Core
Title
1 Higher Education Strategic Marketing and Brand Communications in Africa
Creator
Robert Ebo Hinson.
Description
Strategic marketing of higher education encompasses the efforts made by tertiary or higher education
institutions to develop a better understanding of the needs of their prospective customers in order to design
products and services to meet and exceed these needs. These marketing activities of tertiary institutions should
usually be carried out through the execution of purposeful conversations with all the university brand
stakeholders, and this is the function of brand marketing communications. Brand marketing communications
seeks to integrate multiple consumer contact points that occur through the purchase of commercial messages in
paid, earned, and owned media to deliver persuasive and impactful statements about higher education brands.
Persuasive brand communications is a critical pillar in the successful marketing efforts of universities
worldwide, and this new edited book focuses on marketing and brand communication issues from an African
perspective. This chapter introduces the coverage and contents of the book, highlighting the different themes
and chapters.
institutions to develop a better understanding of the needs of their prospective customers in order to design
products and services to meet and exceed these needs. These marketing activities of tertiary institutions should
usually be carried out through the execution of purposeful conversations with all the university brand
stakeholders, and this is the function of brand marketing communications. Brand marketing communications
seeks to integrate multiple consumer contact points that occur through the purchase of commercial messages in
paid, earned, and owned media to deliver persuasive and impactful statements about higher education brands.
Persuasive brand communications is a critical pillar in the successful marketing efforts of universities
worldwide, and this new edited book focuses on marketing and brand communication issues from an African
perspective. This chapter introduces the coverage and contents of the book, highlighting the different themes
and chapters.
Source
https://gala.gre.ac.uk/id/eprint/26167/7/26167%20MOGAJI_Strategic_Marketing_Communications_Of_African_Universities_Introduction_%28AAM%29_2019.pdf
Language
English