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The Place of University Social Responsibility in the Marketisation of Higher Education

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The Marketisation of Higher Education

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Abstract

This chapter provides a brief overview of current studies of the concept of university social responsibility. It then addresses the question of how private universities can utilise university social responsibility in their marketing efforts, and to achieve competitiveness in their higher educational markets.

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Authors and Affiliations

  1. Northumbria University, Newcastle upon Tyne, UK

    Dania Makki

  2. Lebanese American University, Beirut, Lebanon

    Abdul-Nasser El-Kassar

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  1. Dania Makki
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  1. Ross School of Business, University of Michigan, Ann Arbor, MI, USA

    John D. Branch

  2. Global Research Society, LLC, Colorado Springs, CO, USA

    Bryan Christiansen

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Makki, D., El-Kassar, AN. (2021). The Place of University Social Responsibility in the Marketisation of Higher Education. In: Branch, J.D., Christiansen, B. (eds) The Marketisation of Higher Education. Marketing and Communication in Higher Education. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-67441-0_5

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