Kumble R. Subbaswamy, Provost University of Kentucky
The workshop series International Dialogue on Education Berlin is a joint initiative of the British Council Germany, the German Academic Exchange Service, the German-American Fulbright Commission, the Australian Group of Eight and the Canadian Bureau for International Education in Berlin.
Through the contributions of international participants the series aims to enrich the debate on science, research and higher education policy in Germany, to place German perspectives in a global context and to learn from positive examples from other countries.
Kumble R. Subbaswamy, Provost University of Kentucky
Kumble R Subbaswamy
The Evolution of Marketing by U.S. Universities: Trends Witnessed Through an Academic Lens - Workshop abstract
In the face of growing global competition for students and academic standing, universities in the U.S. are increasingly using the tools of marketing and communications. The forces driving that phenomenon will be described during this session, focusing on trends in the funding structures of higher education in the U.S., and internationalization efforts.
The unique challenges to implementing marketing strategies that depend upon integrated, consistent approaches for success within academic settings characterized by decentralization, independent thinking, and resistance to business mentality will be explored. In addition, the session will attend to curricular and cultural adaptations that universities must make in response to marketing, brand identification and their outcomes.
