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What is HEI Branding

Chapter 36
Handbook of Research on Modern Educational Technologies, Applications, and Management
The marketing strategy promoting personalities of the institution to build a brand image.
Published in Chapter:
Comprehensive Marketing Intensity Indicator for Higher Educational Institutions
Badar Alam Iqbal (Faculty of Economics and Finance, Monarch University, Zug, Switzerland) and Mohd Nayyer Rahman (Aligarh Muslim University, India)
Copyright: © 2021 |Pages: 12
DOI: 10.4018/978-1-7998-3476-2.ch036
Abstract
Higher educational institutions (HEI) have lately involved the marketing approach both locally and globally. While almost all HEI now involve marketing of education service, there is no comprehensive assessment indicator available for the marketing intensity. Marketing intensity as a new term is the holistic involvement of an organization into marketing not reflected solely by monetary variables. The chapter attempts to bring the term marketing intensity into the discussion of HEI and to build a comprehensive marketing intensity indicator, which may be easily used to compare HEI with respect to marketing intensity. The chapter presents the conceptual and theoretical model of the indicator.
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