Branding in Higher Ed

Every University Tells a Story

by Jason W. Lee, Beth A. Cianfrone, Elizabeth A. Gregg

Forthcoming June 2021 • paper

ISBN	978-1-61163-766-3
e-ISBN	978-1-5310-0006-6

2021 Teacher's Manual forthcoming

Tags: Sports

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Branding in Higher Education: Every University Tells a Story highlights the unique role athletic programs play in university branding. The text provides a series of case examples of how university’s brands are influenced by their athletics by profiling more than 15 universities and their athletic departments. As such, this text covers traditional intercollegiate athletic issues, higher education challenges, marketing concepts, and branding fundamentals. Faculty could utilize this text in a number of courses, either as the main text, supplemental text, or segments of specific sections or segments for a holistic approach or case study approach.

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