Building the Brand: How the Physical Campus Shapes Student Experience (Even during a Pandemic)

Autor/in	Tyre, Michael
Titel	Building the Brand: How the Physical Campus Shapes Student Experience (Even during a Pandemic)
Quelle	In: New England Journal of Higher Education, (2020) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1938-5978
Schlagwörter	Physical Environment; College Environment; Student Experience; Marketing; Educational Facilities Design; Interior Design; COVID-19; Pandemics + Suchen Sie Ihr Suchwort? Natürliche Umwelt; Hochschulumwelt; Studienerfahrung; Raumgestaltung
Abstract	The brand of a college or university is more than its logo or tagline. It is an accumulation of experiences for students, staff, faculty, alumni and community members. This fall, fewer students will be on campuses and they may be there with less frequency. COVID-19 will not last forever, but in a way, this year is a glimpse into the online learning future that was coming with or without a pandemic. It is more important than ever that the physical campus foster in students a strong affinity for the school to keep enrollment, retention, and alumni engagement numbers high. Without a deep connection to the physical place, students may fall into a commoditized mentality, enrolling in online courses where the prices are lowest and not thinking of themselves as an Owl, Bobcat, or Camel. There are four areas on a campus that can be designed or used in expressing the institution's brand: (1) interior spaces; (2) buildings; (3) outdoor spaces; and (4) the environment surrounding the campus. This article discusses well-executed examples from each category, one of which the author was involved in directly. (ERIC).
Anmerkungen	New England Board of Higher Education. 45 Temple Place, Boston, MA 02111. Tel: 617-357-9620; Fax: 617-338-1577; e-mail: nejhe@nebhe.org; Web site: https://nebhe.org/nejhe/
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01