Strategic Marketing for Higher Education - Where Value-Dominant Innovation drives Strategy and Performance

Strategic Marketing for Higher Education offers an innovative roadmap for transforming higher education institutions through purpose-driven branding, foresight, innovation, stakeholder engagement, and data-driven strategies. Drawing on international case studies, the book integrates humanistic marketing and Value-Dominant Logic (VDL) to redefine institutional value propositions and design person-centric educational experiences. It explores marketing research, artificial intelligence, digital tools, and stakeholder journey mapping to support sustainable innovation. Ultimately, it provides higher education leaders and marketers with practical strategies to strengthen enrollment, engagement, loyalty, institutional resilience, and social value, fostering meaningful and sustainable transformation.