What universities can learn from businesses. A conceptual model of brand orientation within the context of higher education
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Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 0,0, Corvinus University Budapest (in cooperation with the Central European University), course: 2nd CEHEC Conference, language: English, abstract: Some universities have an extraordinary reputation, others are barely known and little popular. However, only those who are able to maintain a reputation of excellence by fulfilling their academic and social mission will attract the most talented students and faculty. If universities are willing to become divergent and differentiated...
Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 0,0, Corvinus University Budapest (in cooperation with the Central European University), course: 2nd CEHEC Conference, language: English, abstract: Some universities have an extraordinary reputation, others are barely known and little popular. However, only those who are able to maintain a reputation of excellence by fulfilling their academic and social mission will attract the most talented students and faculty. If universities are willing to become divergent and differentiated, they can accomplish what politicians expect from them: they can join the group of world-class players in higher education. The purpose of this study is to investigate the link between an improved brand orientation and an increased reputation in the higher education environment. This work will argue that the branding challenge for higher education institutions is to enhance their distinctiveness and to promote the notion of distinction consistently to stakeholders and other target audiences. This project has been designed to consider the extent to which the lessons learned by business can be translated into valuable lessons for higher education.
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