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ERIC Number: EJ900287
Record Type: Journal
Publication Date: 2007-Jun
Pages: 12
Abstractor: As Provided
Reference Count: 0
ISSN: ISSN-1744-6503
Engagement as a Brand Position in the Higher Education Marketplace
Blanton, Jay
International Journal of Educational Advancement, v7 n2 p143-154 Jun 2007
The purpose of this paper is to examine public engagement as a branding and public relations strategy at colleges and universities. Specifically, this paper posits the idea that engagement efforts require a focused and, if possible, centralized approach on the part of colleges and universities. Successful branding and marketing of engagement efforts require a similar approach--an alignment, if not centralization, of resources within the campus, led by the institution's president and focused on an integrated strategic message backed by research. As a result, this paper--through a case study of one large public university's efforts to brand engagement--suggests that successful branding and engagement are inter-related and, to a large, degree interdependent.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A