What does internationalisation mean for university reputation managers? You may be a communications director, a marketing manager, or head of brand… whatever your title, how do you safeguard your most valuable asset? Chris Parker assesses the challenges ahead


Up to now you have had great success when it comes to marketing your university and developing your brand. You have deployed some clever branding strategies to recruit students, re-developed your website, got academics and other university staf on-side to help give your marketing and branding strategy more consensus, and, perhaps most importantly, your brand identity reinforces your university’s key attributes.

Now you’ve been asked to contribute to some major changes which are on the way. As with so many institutions around the world, yours is considering its ‘internationalisation’ strategy.


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