Browsing by Author "Goddard, J. Timothy"

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    Marketing Higher Education: Comparing Canada, the U.S. and Australia
    (2011-06-01) Eaton, Sarah E.; Goddard, J. Timothy
    The purpose of this paper is to examine marketing (as a sub-set of management), as it applies to educational institutions from kindergarten through to post-secondary levels in Canada, the U.S. and Australia. The methodology employed in this study included both a survey of current literature in the field and survey of particular institutions in each country. The findings indicate that the marketization of education and in particular, branding, is a practice that will likely continue to grow during the twenty-first century. The practical implications of this for schools and other educational institutions are an increased knowledge for marketing and branding specialists with the ability not only to strategically position an institution within a given community, but also to help keep it competitive in a world that is becoming ever globalized. This paper offers a comparative study of three countries, providing new insights into how marketing and branding practices are employed, as well as the difference and commonalities among branding practices internationally. Keywords: marketing, branding, education, administration, management, marketization