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[ecrea] CFP / Managing uncertainty through a time of change in higher education marketing – International Colloquium

Wed Apr 25 20:30:07 GMT 2018

CFP / “Managing uncertainty through a time of change in higher education marketing” – International Colloquium

Call for papers for International Colloquium and best papers will be select for a special edition of /Journal of Marketing for Higher Education/.

This colloquium will be hosted by The Universidad Loyola Andalucía, Seville, in partnership with Bournemouth University’s Faculty of Management.

*Organising Committee *

Dr Chris Chapleo, Acting Head Of Department- Marketing, Bournemouth University, UK (cchapleo /at/ <mailto:(cchapleo /at/>

Ms Helen O’Sullivan, Lecturer in Marketing, Bournemouth University, UK (hosullivan /at/ <mailto:(hosullivan /at/>

Dr Purificación Alcaide-Pulido, Assistant Professor, Universidad Loyola Andalucía, Spain (palcaide /at/ <mailto:(palcaide /at/>


Considering the increasingly high costs associated with higher education students have greater expectations from university. Policy makers and the media are noticing the inequity of both costs and opportunity and are placing greater scrutiny on the higher education industry (L.Huempfner and Kopf 2017). These factors, among others have led to the evolution of higher education to a more market-driven culture (Gibbs, 2011). This marketisation of HE is often contentious and, for some, challenges the very essence of what HE is for. The interactions between changes in academic identity, teaching and the curriculum; and secondly, on student identities and their impact on teaching and assessment, and their consequent learning outcomes, make for fundamental challenges on the HE sector. Marketisation has significantly changed the landscape of HE significantly and students must now be attracted, catered to, and approached like consumers are in a profit-seeking setting (Guilbault, 2016).

We are delighted to welcome Dr Cristián Saracco to present the Keynote presentation. With more than 25 years of experience, Dr Cristián Saracco has a PhD in Corporate Communication and Strategic Knowledge Management, holds an MBA and is an Industrial Engineer. His research area is focused in the relation among people and companies when sharing intuitively values. Dr Saracco is an Associate Professor for undergraduate, postgraduate and executive education programs at the Loyola Andalusia University . He is the Founding Partner of Allegro 234 | The crafted branding company –a Certified B Corp®, member of Medinge Group, a think tank of brand experts from around the world whose purpose is to influence business to become more humane and conscious, and from 2014 onwards, Member of the Board of AEBrand –the Branding Association of Spain. Formerly, he was Partner of Arthur D. Little, leading the strategy and FMCG practices, and Executive Director of FutureBrand (IPG) in New York, the Southern Cone of the Americas and Spain, also leading the strategy practice. He regularly participates as a lecturer in conferences in Europe and America. He was also member of the jury of the Best Awards 2018, President of the Branding Jury of the Sol Festival, member of the Advisory Board of the Brand World Congress - Mumbai, India, and jury of the Transform Awards - London, UK.


This colloquium will initiate discussion, drive collaboration and grow networks amongst marketing academics and HE marketers, which will promote, advance and disseminate current practices and developments in HE marketing. We hope this theme will encourage academics and practitioners to use a multi-disciplinary approach to bring together new insight. The colloquium will provide open discussion on the topic of Managing uncertainty through a time of change in higher education marketing in an inclusive and supportive environment.


*Format for colloquium submission*

We welcome abstracts of up to 300 words for papers including, but not limited to the themes of:

-Managing uncertainty in HE marketing.

-Wellbeing and Happiness in HE


-HE Marketing Ethics

-HE Green Marketing

-HE Sustainability

-Conscious Branding in HE

-The Impact of the Student Consumer

**English is the language of the conference and all related publications**.


Deadline for submission: May 31, 2018.

Conference dates: October 18-19, 2018.

For questions contact: Dr Purificación Alcaide-Pulido (palcaide /at/ <mailto:(palcaide /at/>*Purificación Alcaide-Pulido*

For more details:

To register:

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