Higher education: Using academic innovation and student engagement to differentiate your brand in challenging times

Sheri Lambert and Amy Lavin
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Sheri Lambert: Assistant Professor and Academic Director MS-Market Research & Insights, Temple University at Fox School of Business, USA
Amy Lavin: Assistant Professor and Academic Director MS-Digital Innovation in Marketing, Temple University at Fox School of Business, USA

Journal of Education Advancement & Marketing, 2021, vol. 6, issue 1, 73-83

Abstract: COVID-19 has changed the game in higher education. Universities and colleges across the globe are faced with staying true to their brand and delivering their coursework in a time when physical presence on campus is severely limited — if possible at all. There are ways to differentiate an Institution’s strategy and engage students so that they get a full college experience — even if they cannot set a physical foot in the classroom. Through this paper, educators and administrators will be introduced to three key strategies that can be employed to keep students engaged in content and perhaps even provide a more inclusive environment than the physical classroom. Threaded throughout the paper are theories on how to incorporate innovative strategies and communication channels to enhance brand messaging and build community in a largely virtual world.

Keywords: engagement; experiential learning; global immersion; virtual classroom; communication (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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