Identifying and analyzing touchpoints for building a higher education brand

Monica Khanna, Isaac Jacob and Neha Yadav

Journal of Marketing for Higher Education, 2014, vol. 24, issue 1, 122-143

Abstract: In today's instantly interconnected world, sectors like higher education, which were once considered safe havens, are now being exposed to competitive forces. Education is an experiential service where the active involvement of both the service provider (higher education brand) and the consumer (student) is important. This research paper identifies 13 influencing touchpoints during the various stages of the educational journey - pre-admission stage, course stage and post-passing as alumnus stage.

Date: 2014
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Citations: View citations in EconPapers (9)

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DOI: 10.1080/08841241.2014.920460

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