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Employability as Self-branding in Job Search Games: A Case of Finnish Business Graduates
The chapter focuses on self-branding as situated employable identity performance in terms of difference and sameness at the time of labour market...
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Understanding the Role of International Higher Education in Nation Branding and Soft Power
This chapter investigates state-level policies implemented to advance internationalization in higher education and examines the factors influencing...
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Branding higher education: an exploration of the role of internal branding on middle management in a university rebrand
Although research on branding in higher education has grown, a specific focus on internal branding in this sector is still scarce. Brand support by...
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Sustainable Development of the Krasnodar Territory Through Branding of the Tourist Destination
The purpose of this research is to identify the extent to which the development and promotion of the territory brand influence the sustainable...
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Brand Communication of Higher Education Institutions: a Call for Multichannel Communication Analysis in Higher Education Branding Research
Research on branding is an established sub-discipline in the higher education literature. However, studies in this field have somehow produced...
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Whiteness as world-class education?: Internationalization as depicted by Western international branch campuses in China
A case study is used to understand how Western international branch campuses (IBCs) in China represent themselves through web-based branding...
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The Construction of Language Teacher Identity Among Graduates from Non-English Language Teaching Majors in Vietnam
Research on language teacher identity has mainly focused on mainstream teachers or student teachers and has not yet extended to graduates from...
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A novel use of an artificially intelligent Chatbot and a live, synchronous virtual question-and answer session for fellowship recruitment
IntroductionAcademic departments universally communicate information about their programs using static websites. In addition to websites, some...
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EdTech: Why the project-based approach must change in order to contribute to system resilience
This viewpoint article argues that there is an urgent need to reform the project-based EdTech approach in order to allow EdTech to contribute to the...
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University Branding and the Internationalization of Higher Education in the Baltic States: The Role of Language
This chapter explores the multimodal resources employed by three higher education agencies in the Baltic states in their effort to promote their...
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International Higher Education as a Soft Power Tool: Promoting Intercultural Understanding and Diplomacy in Foreign Policy
This chapter delves into the intricate and multifaceted role of international higher education (IHE) as a crucial instrument of soft power in...
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School Branding
In this chapter, the authors propose extending the notion of marketing orientation and effective communication to the development of school branding....
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Soft Power and International Higher Education: The Role of Higher Education in Promoting Cultural Understanding and National Identity
This chapter delves into the significance of international higher education as a tool for soft power and nation branding, focusing on the promotion...
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Institutional Brand Construct and University Sustainability
With the intensification of globalization and its international competitiveness as a key benchmark, universities are under pressure to increase their...
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The Paradox of Progress: Dissecting the Neoliberal Ideologies in edX’s Transformation
The transformative trajectory of edX, from its inception to the current day, has been marked by evolving narratives that mirror wider...
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Mentoring in STEM higher education: a synthesis of the literature to (re)present the excluded women of color
Mentoring initiatives for undergraduate and graduate women of color (WOC) have provided peer-to-peer relationships and counterspaces to disrupt the...
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A structured curriculum supporting biomedical trainees’ transition into independent academic positions and early career success
The United States government makes a substantial investment in biomedical training programs each year. However, for most trainees, these...
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Major Gift Fundraising at Public HBCUs
This chapter focuses on the fundraising challenges encountered by HBCUs because of their unique cultural, financial, and political intersection as...
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E-Learning and the Marketisation of Higher Education
This chapter discusses e-learning, the branding and marketing of higher education institutions, and disruptive innovation in higher education. It...