UNDERSTANDING GLOBAL H.E. MARKET THROUGH STUDENT ENGAGEMENT: A BRANDING PERSPECTIVE

Authors

  • Meenu Bhardwaj , R.S. Bawa , Sanjeet Singh

Abstract

The quality of teaching and learning in higher education is increasingly being used to define
student engagement. The brand of higher education is a complex structure and student
engagement acts as a differentiating factor. Global H.E. Market is growing, and to understand
the brand of an organization we need to answer why students select a particular university
and also understanding the student’s perception is crucial at this stage. For the objective of
this paper, we take inputs from the students of Chandigarh University, which is NAAC A+
accredited and has the highest global inclusion in North India (2020). As a conceptual
analysis, this paper helps to serve the purpose of various stakeholders across teaching and
learning, national policy contexts, and institutional management. As student engagement is a
subjective term, it is difficult to define it within boundaries. Understanding this problem, we
aim to address the branding of the Global H.E. market through student engagement. With this
ground-clearing concept, we seek to answer challenging questions between the actual brand
and perceived brand from the viewpoint of students, and explore the implications of these
questions for further research and policy initiatives related to the branding of H.E.

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Published

2020-12-02

How to Cite

Meenu Bhardwaj , R.S. Bawa , Sanjeet Singh. (2020). UNDERSTANDING GLOBAL H.E. MARKET THROUGH STUDENT ENGAGEMENT: A BRANDING PERSPECTIVE. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 6278 - 6296. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1915