Academic brands : distinction in global higher education /

Academic brands : distinction in global higher education

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Bibliographic Details
Corporate Author: Cambridge University Press ()
Other Authors: Cambridge University Press (), ()
Language:English
Published: Cambridge : Cambridge University Press, 2022.
Subjects:
Zagadnienia prawa administracyjnego państw obcych
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Online Access:Zobacz publikację w Cambridge Core (Open Access)
Description:
The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values.


Table of Contents:
  • Biagioli, Mario Distinctive Excellence : The Unusual Roots and Global Reach of Academic Brands (s. 3-26) https://doi.org/10.1017/9781108881920.003
  • Lury, Celia One of a Kind Like You : The University as a Personalized Generic (s. 27-45) https://doi.org/10.1017/9781108881920.004
  • Desai, Deven R. The Public Higher Education Brand (s. 46-65) https://doi.org/10.1017/9781108881920.005
  • Berman, Paul Schiff Academic Brands and Online Education (s. 69-85) https://doi.org/10.1017/9781108881920.007
  • Sheff, Jeremy N. University Brands as Geographical Indications (s. 86-102) https://doi.org/10.1017/9781108881920.008
  • Sun, Haochen Elite Universities as Luxury Brands (s. 103-123) https://doi.org/10.1017/9781108881920.009
  • Bartholomew, Mark Academic Branding and Cognitive Dissonance (s. 127-149) https://doi.org/10.1017/9781108881920.011
  • Hunt, Joshua A Captive Audience : Corporate Propaganda on the American College Campus (s. 150-159) https://doi.org/10.1017/9781108881920.012
  • Halley, Janet When Brands Go Bad : The Rise and Fall, and Re-Rise and Re-Fall, of Isaac Royall, Jr. (s. 160-219) https://doi.org/10.1017/9781108881920.013
  • Sunder, Madhavi Epilogue : The Aesthetic University (s. 220-231) https://doi.org/10.1017/9781108881920.014