Marketing Higher Education: Understanding How to Build and Promote the University Brand

• Fills a gap in the market by coupling theoretical grounding with real-life examples that show application in practice. • Each chapter concludes with two case studies from international Higher Education institutions alongside reflective questions to provoke further thought. • Suitable for a broad audience, from students studying services marketing and specific higher education management modules, to practitioners working in administrative roles within universities. • A particularly timely and “hot topic” title, as universities look to promote their brand and drive revenue in the (optimistically) post-pandemic world.