Asia Institute Tasmania

Public lecture | A Study of Branding in the Higher Education Sector

Summary

Dr Shu-Ching Chen, Professor of Marketing, Ritsumeikan Asia Pacific University, Japan

Start Date

6th Mar 2018 5:30pm

Globally, universities are undergoing a transformation in response to trends in global student mobility and universities need to be ready to adapt to the change. Past studies suggest some influential factors for the future of universities to compete in international markets. This research aims at providing insights on how the applications of business concepts such as branding can help employees in universities strengthen customer relationships, which in turn will help the institution to compete in international markets. The research is expected to advance our knowledge of certain business concepts and their applications in the higher education sector.  The project has completed a preliminary study in Japan.

Analysis suggest there are strong links between branding and the concept of customer value. The research contributes towards the theoretical development of the research on banding and customer value in the context of higher education; and also provides managers in higher education with guidelines for helping the faculty and staff to improve their performance in the encounters of students and other stakeholders. This study also contributes toward the understanding of branding in higher education in an Asian setting.

Speaker Dr Shu-Ching Chen is the Professor of Marketing at Ritsumeikan Asia Pacific University in Japan. She holds an MSc from the University of Sterling in Britain and a PhD from the University of Adelaide in Australia. Prior to her appointment in Japan, she worked at Massey University in New Zealand and at Jiao Tong University in China.

Her research interests include services marketing and services management, with a special emphasis on customer experience, customer value, customer loyalty, e-loyalty, and market orientation. Her work has appeared in the A ranked journals in terms of Australian Business Deans Council (ABDC)’s journal ranking such as the Journal of Marketing Management, the Journal of Services Marketing, and the Journal of Retailing and Consumer Services.  She is also a regular contributor at several international conferences and has presented her work in the reputable conferences such as American Marketing Association’s AMA Educators, Academy of Marketing Science, Frontiers in Service, European Marketing Academy, and European Institute of Retailing and Services Studies.

When Tuesday, 6 March 2018, 5.30pm - 7.00pm

Where Room 346, School of Humanities, University of Tasmania, Sandy Bay Campus

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