Best Practices Marketing of Higher Ed
Introduction
Noha El-Bassiouny seeks a comprehensive reference/recent articles on best practices in the marketing of education (institutes or services), especially of higher education
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I am looking for a comprehensive reference/recent articles on best practices in the marketing of education (institutes or services), but especially of higher education. I was not able to locate many articles in this line. Most marketing resources I have found (as opposed to articles in the Journal of Higher Education) are either case studies or focus on one aspect such as the idea of faculty internships by Prof. Lantos (1994) or the study by Gray et al. (2003) about branding Asian universities that was published in the Journal of Product and Brand Management or the conceptual paper written by Lowrie (2007) in the Journal of Business Research about branding higher education and its relationship to identity development.
I found a recent book, however, titled by Anctil (2008) and also an interesting study titled “The Marketing strategies of Universities in the UK” by Naude and Ivy (1999) and I was wondering if there are recent journal publications on the topic also other than the one titled “Universities in a competitive global marketplace” by Hemsley-Brown and Oplatka (2006) that was published in the International Journal of Public Sector Management.
Thank you so much,
Noha
Noha El-Bassiouny, Ph.D.
Lecturer of Marketing
Founder, Ethics-Based Marketing Initiative ()
Faculty of Management Technology
Marketing Department
noha.elbassiouny@guc.edu.eg
The German University in Cairo – GUC
Main Entrance Tagamoa Al Khames, New Cairo City, Egypt
Tel: +20-2-27589990-8, Fax: +20-2-27581041