‘Hottest brand, coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector

Ng, Carl Jon Way

doi:10.1080/08841241.2016.1146388

Cited by 47 publications

(11 citation statements)

References 40 publications

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“…The corporationalization of modern competitive universities requires them to adopt marketing theories and concepts as used effectively in the business enterprise world, for the sake of increasing overall university performance and gaining a competitive advantage (Hemsley-Brown & Oplatka, 2006;Ng, 2016). MO has been reported to be highly effective means for universities to develop the student-university relationship (Clark, Fine, & Scheuer, 2017;Flavián & Lozano, 2006;Schuck, Gordon, & Buchanan, 2008) due to the higher ability of university to fulfill (customers') students' needs including first the students' skills to enter effectively into job market and second the necessary insights, perceptions, motivations, philosophies, and other mental capabilities which might be useful throughout their career (Walkenhorst, 2008).…”

Section: Contribution Of Mo To Universitiesmentioning

confidence: 99%

University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities

et al. 2019

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Market-orientation (MO) is not a very untouched research area, yet its application in universities is quite a recent phenomenon to execute marketing concept for a better value proposition. Various popular instruments including MARKOR and MKTOR have been used to assess MO in a variety of enterprise setups, but those measures turned out to be invalid in higher education context due to different goals and objectives of universities. Hence, the aim of this article is to validate a relatively more context-specific scale "UNIVERSITY MARKOR" in the developing countries like Pakistan that was initially developed and tested as relatively a better measure of university MO in some developed countries. Survey method was used in this study through the target population constituted by the university teachers and administrators. The proportionate systematic random sampling method was used to form a total sample of 476 respondents. For data analysis, the partial least squares (PLS) path modeling was utilized. The confirmatory factor analysis (CFA) for this study established three dimensions of "UNIVERSITY-MARKOR" construct. The examination of internal consistency reliability, convergent validity, and discriminant validity confirmed adequate psychometric properties for the UNIVERSITY-MARKOR construct. The results of this study are also consistent to the previous studies conducted in different contexts. Additional value may be complemented to this study if the pertinent future research may replicate it either in the private-sector universities. This study is therefore a source of support in developing countries to assist researchers and higher education authorities for better decision making.

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Section: Contribution Of Mo To Universitiesmentioning

confidence: 99%

University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities

et al. 2019

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“…Likewise, the case study at Scottish University shows how prospectus for institutions is one thing that makes student demand and is part of a focus on customer-driven organization to see the best university experiences in attracting consumers, in this case students [50]. So, there are 3 main approaches related to branding in higher education to make it acceptable to the market, including: (i) characterizing the brand; (ii) positioning the brand and (iii) personalizing the brand [51].…”

Section: B Brand Management In Higher Education Marketing and Commercialisationmentioning

confidence: 99%

Building a Brand in Higher Education

Hannan¹

2021

Advances in Social Science, Education and Humanities Research

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The challenges in University branding that have occurred are different from commercial branding related to issues of culture, branding concept, framework and brand architecture. This review aims to explore the nature of the brand management literature and how it can assist practitioners in higher education and researchers in the field of brand management in higher education institutions in generating and refining the reasons for the research undertaken. This paper has reviewed several things, such as the concept of branding in the context of higher education, marketing and commercialization, reputation management, and the importance of branding in the higher education sector. An attempt has been made to identify and integrate reasons into a consistent synthesis demonstrated by the use and impact of brand management on the brand value of higher education institutions for the long-term sustainability of higher education institutions.

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“…Studies have also probed the use of symbolic meaning and visual metaphor in pictures presented by the universities ( Ng and Koller, 2013 ; Ng, 2016 ). Ng and Koller (2013) , for example, found that positive values (e.g., freedom, flexibility, and empowerment) were visually communicated by foregrounding symbolic representations, which were frequently expressed through decontextualisation (e.g., without clear verbal anchoring) and improbable content that subverted naturalistic norms and expectations (e.g., students tossing the dean up in the air).…”

Section: Study Backgroundmentioning

confidence: 99%

Discursive Marketisation Through Positive Evaluation: A Diachronic Analysis of About Us Texts of Top-Tier Chinese Universities Over the Past Two Decades

Xie

Lei

2021

Front. Psychol.

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This study explored the marketisation process of top-tier Chinese universities by scrutinising their self-promotional strategies over the past two decades. Drawing on Martin and White’s (2005) Appraisal framework, we identified all attitudinal markers in the About Us texts posted by 35 top-tier Chinese universities on their official websites at two time-points: the turn of the century and the year of 2021. The 35 universities were drawn from China’s “Double First Class” Initiative that prioritises the development of a select group of elite universities in China. Close textual analyses focussing on the attitudinal markers with reference to their contexts were conducted to identify the themes evaluated in the About Us texts; Wilcoxon signed-rank tests were run to quantitatively compare the relative frequencies of the attitudinal markers between the two phases, which was then supplemented by diachronic qualitative comparisons on the fine-grained linguistic features surrounding the markers. The study identified seven major themes positively appraised by the universities at both time-points. It also revealed diachronic differences in the use of attitudinal markers, reflecting a mediated change of promotional strategies over the past 20 years or so in the Chinese higher education context. These findings point to the influence of market, government, and tradition on Chinese top-tier universities’ promoting strategies and the role of social cognition in shaping student choice. They also suggest the emergence of a higher education system with Chinese characteristics that features a reconciliation of market and government forces.

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‘Hottest brand, coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector

Cited by 47 publications

References 40 publications

University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities

University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities

Building a Brand in Higher Education

Discursive Marketisation Through Positive Evaluation: A Diachronic Analysis of About Us Texts of Top-Tier Chinese Universities Over the Past Two Decades

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