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Branding and communications on social media within higher education
Journal of Education Advancement & Marketing,
1
(4),
302-312
(2017)
Abstract
This paper provides insight into the evolution of branding and analyses the relevance of three recent tactics for digital communications. Due to the nature of higher education institutions (HEI), one of these tactics is more adapted to the education sector than the others. Taking this particular branding technique as a starting point, the second part of this paper details three governance models for digital communications in HEI.
Keywords: branding, de-branding, branded content, digital brand, social media, employee advocacy, governance
The full article is available to subscribers to the journal.
Author's Biography
Régis Faubet is head of digital at Grenoble Ecole de Management, France. He is responsible for organising digital communications and marketing at national and international levels. Régis has spoken on digital communications topics at the European Universities Public Relations and Information Officers (EUPRIO) annual conferences and trains communications officers from French universities in digital media for the French Ministry for Higher Education and Research.
Mark Thomas is Associate Dean for International Affairs and Professor of Strategic Management at Grenoble Ecole de Management. He has published more than 30 articles on a variety of strategic management issues including value creation within firms, stakeholder expectation, change management and the creation and management of strategic alliances. He is also the author of a blog Global Ed, which deals with subjects such as strategy, leadership, globalization and higher education.
