Events

A Study of Branding in the Higher Education Sector

Summary

This research aims at providing insights on how the applications of business concepts such as branding can help employees in universities strengthen customer relationships, which in turn will help the institution to compete in international markets.

Start Date

6th Mar 2018 5:30pm

End Date

6th Mar 2018 7:00pm

Venue

Room 346, College of Arts, Law and Education, Humanities, Sandy Bay

RSVP / Contact Information

Enquiries: Asia.Institute@utas.edu.au or 6226 7851

eventbrite link

presented by

Dr Shu-Ching Chen

Dr Shu-Ching Chen

Ritsumeikan Asia Pacific University

Globally, universities are undergoing a transformation in response to trends in global student mobility and universities need to be ready to adapt to the change. Past studies suggest some influential factors for the future of universities to compete in international markets. This research aims at providing insights on how the applications of business concepts such as branding can help employees in universities strengthen customer relationships, which in turn will help the institution to compete in international markets. The research is expected to advance our knowledge of certain business concepts and their applications in the higher education sector.  The project has completed a preliminary study in Japan.

Analysis suggests there are strong links between branding and the concept of customer value. The research contributes towards the theoretical development of the research on banding and customer value in the context of higher education; and also provides managers in higher education with guidelines for helping the faculty and staff to improve their performance in the encounters of students and other stakeholders. This study also contributes toward the understanding of branding in higher education in an Asian setting.

Speaker Dr Shu-Ching Chen is the Professor of Marketing at Ritsumeikan Asia Pacific University in Japan. She holds an MSc from the University of Sterling in Britain and a PhD from the University of Adelaide in Australia. Prior to her appointment in Japan, she worked at Massey University in New Zealand and at Jiao Tong University in China.