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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780367336356
· 쪽수 : 260쪽
목차
Introduction 1 Strategic Marketing Communications of African Universities: An Introduction to Edited Collection. Theme 1: Marketization in African universities 2 Marketization in African universities in an era of decolonization: continuities and discontinuities3 An integrative Model for Marketing Higher Education in Africa: Branding beyond survival for posterity 4 Digital Marketing of Higher Education Marketing in Africa: Challenges, Prospects and Opportunities.5 Exploring the harmful effect of informational dissonance on students’ recruitment. A Moroccan case study.Theme 2: Digital Marketing Strategies6 Higher Education Marketing Communications in the Digital Era7 Social Media for Universities’ Strategic Communication8 Social Media for Universities’ Strategic Communication: How Nigerian Universities uses Facebook9 Digital Marketing Communication Strategies for Private Universities in South Western NigeriaTheme 3: Branding and Reputation Management 10 University Reputation Management11 Analysis of African Universities’ Corporate Visual Identities12 Leveraging University’s Value through Branding.Theme 4: Moving from research to practice.13 Marketing Higher Education in Africa: Moving from research to practice.Conclusion14 Emerging Challenges, Opportunities and Agenda For Research, Practice And Policy On Strategic Marketing Of Higher Education In Africa: A Conclusion To Edited Collection