Understanding Branding in Higher Education

Anthony Lowrie is Associate Professor of Marketing Communications at Emerson College, USA. He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction and dissatisfaction.

• Chapter 1: Introduction.- Chapter 2: The desire for relevance.- Chapter 3: The conceptualization of relevance.- Chapter 4: What’s in a brand name?.- Chapter 5: The shattered brand fantasy.- Chapter 6: The death rattle of the liberal arts.- Chapter 7: A long day’s journey into liberal arts pedagogy.- Chapter 8: Concluding remarks.