Issues and Perspectives Related to Mobile Brand Marketing in Thai Private Higher Education

Abstract

Research on m-Branding in higher education appears to be in its infancy, as little empirical research has been conducted specifically targeting branding in higher education. University branding strategy, technology issues, and stakeholder branding issues are discussed which forms the model that underpins that qualitative inquiry of six private university managers involved in university marketing practices. The definition of m-Branding was adopted and fine-tuned in this paper to mean the delivery of electronic brand media, support materials and messages to mobile devices perceived as relevant to stakeholder/student segments. In this paper, the implications for branding developments through mobile technologies are discussed; and concludes with a discussion of the future of m-Branding reflecting a useful managerial tool that requires a more integrated approach in the Thai higher education system that results from a combination of technology, software, staff development and consequent student engagement. [ABSTRACT FROM AUTHOR] Copyright of Journal of Management Research is the property of Macrothink Institute, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)