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Branding: Considerations for distance education programs: working paper series--02-32

Paden, Nita and Stell, Roxanne (2002) Branding: Considerations for distance education programs: working paper series--02-32. Working Paper. NAU W.A. Franke College of Business.

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As increasing numbers of people are seeking access to educational opportunities, there has been an increased interest in distance education by universities who may see the distance format as a means of increasing enrollments and possibly as a more cost effective form of higher education than traditional campus based methods (Daniel 1996; Richardson, et al. 1999). However, strategies for adding the distance education format to a university's on-campus programs do not appear to be well planned as evidenced by the number of unsuccessful "virtual" programs and universities (Hafner 2002; Wright 1999). As universities develop distance programs, it is important that (a) there is a clear understanding of the university's brand image; (b) that the university ensures that the distance program maintains/improves the image of the university; or (c) that the university develop a separate identity for the distance program that will stand on its own merit and not harm the university's reputation if it fails. This paper addresses issues relating to maintaining a university's image and reputation as distance education courses and programs are developed.

Item Type: Monograph (Working Paper)
Publisher’s Statement: Copyright, where appropriate, is held by the author.
ID number or DOI: 02-32
Keywords: Working paper, Branding, Distance Education Programs
Subjects: L Education > LC Special aspects of education > LC5201 Education extension. Adult education. Continuing education
NAU Depositing Author Academic Status: Faculty/Staff
Department/Unit: The W.A. Franke College of Business
Date Deposited: 20 Oct 2015 00:19
URI: http://openknowledge.nau.edu/id/eprint/1605

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