Dissertation > Culture, science,education, sports > Education > Higher Education > School Management

Study on the Management Strategy of University’s Brand

Author XinChengQi
Tutor HuangAiLing
School Fujian Normal University
Course Educational Economy and Management
Keywords University’s brand the Management of University’s Brand the Management Strategy of University’s Brand Ethical Constraints Risk Aversion
CLC G647
Type Master's thesis
Year 2011
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The management of university’s brand is that the managers operate the human, material and financial resources, capital and other resources and brand equity. It can add the value of the brand, and increase the economic and social benefits. The management of university’s brand can enhance the competitiveness of universities, and expand space for the development of the university. It is very important for the long-term development of the university. Now some Universities have made some achievements in the process of the management of the brand, but because of various reasons, many universities also have a variety of problems during the management of the brand, and the methods of the management should be improved.This article describes the content, elements, patterns and meaning of the management of university’s brand. It analyzes the discipline of management theory from management, economics and education point. It sums up the current status of university and operating errors, and describes the necessity and feasibility of the management of the brand. Finally, it summarizes the strategy of the management of university’s brand, including brand-building strategy, brand-marketing strategy, brand-maintenance strategy, and brand development strategy. The purpose of the article is that it can have some reference and guidance for the management of university’s brand.

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