Developing a conceptual model of reputation in higher education

The purpose of this paper is to develop a reputation model for higher education programmes, provide empirical evidence for the model and illustrate its application by using Copenhagen Business School (CBS) as the recurrent case.
  

Reputation in higher education: development, validation and application of a model

Anne Martensen & Lars GrønholdtDepartment of Marketing, Copenhagen Business School, Denmark

1. INTRODUCTION

1.1. Challenges for Higher Education Institutions

The international knowledge society has challenged modern higher education institutions quite extensively in later years.

Higher education institutions should look at the employers' demands and expectations of future employees. Today, the employers demand that the competencies achieved by the graduates during their education match the companies' competency needs. In other words, the educations at higher education institutions should be developed to optimally stimulate the...

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