Marketing Management of Higher Education: Theory and Practice
Keywords:
Marketing management, Higher educationSynopsis
This book provides an in-depth and authoritative examination of educational service marketing in higher education, responding to the growing pressures of globalization, digital transformation, and intensified competition among educational institutions. It positions marketing not merely as a promotional tool, but as a strategic and ethical management framework that supports institutional sustainability, academic quality, and public value creation. By integrating core marketing theories with service-dominant logic and educational management perspectives, the book explains the distinctive nature of educational services and the need for a market-oriented yet mission-driven approach. Readers are guided to understand how educational institutions can articulate value propositions, manage stakeholder relationships, and design learning experiences that align with both societal expectations and institutional goals.
Organized systematically, the book explores key themes including the management of educational service marketing, the marketing mix of educational services, higher education branding, distribution strategies, promotion and communication, and the implementation of marketing strategies in university settings. Each chapter connects conceptual frameworks with practical applications relevant to academic leaders, marketing practitioners, researchers, and students. Emphasizing coherence between strategy and implementation, the book highlights how effective marketing can enhance institutional reputation, student satisfaction, and long-term competitiveness without compromising academic integrity. As a comprehensive reference, it serves as both a foundational text for learning and a strategic guide for advancing marketing practices in higher education
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