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Location, location, location: does place provide the opportunity for differentiation for universities?

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  • Emma Winter
  • Helen Thompson-Whiteside

Abstract

The fiercely competitive HE market has led HEIs to invest significant resources in building a distinct identity. An HEI’s location forms an inherent part of its identity and the uniqueness of location offers an opportunity to differentiate. However there has been limited examination of how location is used by HEIs and little consideration of how location can provide an effective means of differentiation. Through the lens of place marketing, this exploratory paper provides insight into the way HEIs portray location and discusses whether location can offer a source of differentiation.Using a content analysis of prospectuses and interviews with marketing decision makers, this paper contributes a deeper understanding of the way in which a place brand is constructed by a stakeholder. The study reveals that HEIs portray a location to simultaneously excite and reassure the student which ultimately leads to the commodification of location. As such, differentiation is not possible.

Suggested Citation

  • Emma Winter & Helen Thompson-Whiteside, 2017. "Location, location, location: does place provide the opportunity for differentiation for universities?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 233-250, July.
    • Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:233-250
    DOI: 10.1080/08841241.2017.1377798
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    References listed on IDEAS

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    1. Roger Bennett & Rehnuma Ali-Choudhury, 2009. "Prospective Students' Perceptions of University Brands: An Empirical Study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 85-107, May.
    2. Dominic Medway & Gary Warnaby, 2014. "What's in a Name? Place Branding and Toponymic Commodification," Environment and Planning A, , vol. 46(1), pages 153-167, January.
    3. Fernando Angulo & Albena Pergelova & Josep Rialp, 2010. "A market segmentation approach for higher education based on rational and emotional factors," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 1-17, June.
    4. Chris Chapleo, 2015. "Brands in Higher Education," International Studies of Management & Organization, Taylor & Francis Journals, vol. 45(2), pages 150-163, April.
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