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Download full textElrod, Cassandra C.; Daughton, William J.; Murray, Susan L.; Fisher, Caroline M.; Flachsbart, Barry B. – American Journal of Engineering Education, 2011
The complexity of the market in higher education, and the lack of literature regarding marketing, particularly branding, at the academic department level, presented an opportunity to establish a systematic process for evaluating an academic department's brand meaning. A process for evaluating a brand's meaning for an academic department is…
Descriptors: Departments, Higher Education, Marketing, Student Recruitment
