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Direct linkBlanco Ramírez, Gerardo – International Journal of Qualitative Studies in Education (QSE), 2016
Amidst global competition in higher education, colleges and universities adopt strategies that mimic and adapt business practices. Branding is now a widespread practice in higher education; multimodal advertisement is a manifestation of emerging branding strategies for universities. While the visibility of brands in higher education has grown…
Descriptors: Higher Education, Change Strategies, Commercialization, Rhetoric
