An Approach on Attachment in Public Marketing and Higher Education Management Contexts

In the recent years, the educational market has become more dynamic and complex. There are many market forces that are trying to shape the educational environment. The competition between universities is increasing. Public marketing is a fundamental tool in the promotion of places, one that must be present in the strategies of local government representatives, helping and promoting a sustainable economic and social development of the regions and universities. The prupose of this chapter is to analyze, measure, and perceive the impact of brand attachment on consumer behavior in the specific context of higher education in Portugal, based on the affective and emotional relationship between students and the higher education institutions. The results allowed us to conclude that the brand attachment has a preponderant role and impact in the relationship between the student and the institution of higher education. This chapter aims to further develop the understanding of the educational marketing for higher education institutions. Implications for future research are also presented.

Information System Projects for Higher Education Management

This chapter studies the challenges that higher education institutions (HEIs) in Latin America face for the implementation of information systems (IS), highlighting specific characteristics of the region compared with other parts of the world. The study evidences distinctives of universities in comparison with other type of industries that need to be considered for the implementation of IS. Critical success factors and barriers for IS implementation projects are also recognized through a compilation of the experience of experts who have participated in projects in 14 countries in the region. It is intended that this work research will serve as a reference for institutions that are seeking the implementation of IS, and that it will also serve as guide for interested stakeholders—academics, researchers, administrators, and managers—to start such projects and ensure the understanding of the conditions required that will help them succeed.

Ethics in Research and Teaching

The chapter aims to explain the importance of ethics in research and teaching. First, it focuses on ethical studies. It expresses the implications that are necessary for a study to be ethical. The researcher has a vital role in conducting an ethical research. There are some critical points, which the researcher should take into account. For each field, various research methods are used. Therefore, different ethical codes and implications should be adapted in accordance with the research method in order to have ethical studies. In addition to research ethics, researchers also have a responsibility as an author to share his/her research with others by publishing it. Unethical behaviors such as fabrication, falsification, plagiarism will be explained. Lastly, a lecturer is responsible for giving lectures, teaching, and assessing the students. For a lecturer to assess its students fairly, s/he should be ethical. The lecturer should provide ethics in teaching.

A Discussion on Transnationality and Globalness of HEI Internationalization

The internationalization of higher education institutions (HEIs) involve a set of activities aimed at providing an educational experience in an environment that integrates a global perspective. The internationalization of HEIs incorporates a diverse set of academic and extracurricular activities with emphasis on the development and innovation of curricula, academic/student/faculty exchange programs, technological assistance, intercultural training, international student recruitment, and joint research initiatives. Despite the several studies on the internationalization of HEIs, no single study addresses issues like local responsiveness and global integration. As such, the authors discuss how the internationalization of HEIs has evolved and how Bartlett and Ghoshal's strategies fit in the internationalization path of HEIs.

Examining the Factors Shaping the Debate Around the Globalization of Higher Education

The chapter explores the impact globalization has created for the higher education sector, looking at how the landscape evolved across the world and how the role of universities has been transformed. Extending the analysis further, there is an investigation of how institutions have tried to respond to the emerging challenges and opportunities presented as a consequence of the shifting field. The focus then moves to the African continent and peruses the particular development of higher education under the influence of colonial legacy and globalization, examining how institutions have endeavored to adapt. The chapter draws to an end with a reflection of the main issues, inherent limitations, and how the research agenda could be taken further.

Epistemological Foundations and Mapping the Influence of the Correlation of KM and IC in the Areas of Corporate and Academia

This chapter has, as a central objective, to present a possible panorama of the relationship between knowledge management and intellectual capital in the organizational and academic spheres and their epistemological bases. In other words, what these similar branches from the same tree have been reflecting of these spheres. It was perceived that the relation between them is in line with the spectrum of concepts and its epistemological roots inherent to knowledge. The methodology used was based on literature review with subsequent presentation of the results through the elaboration of a concept map. The design of this concept map takes on particular relevance as it can contribute to the improvement of the development and maturation of the concatenation of KM and IC in the organizational field, as well as the academic one, which have been undergoing a timid and embryonic evolution on investigations that approach the interrelation of those dimensions on the part of the respective areas.

Internationalization and Higher Education

Education is the most successful strategy for a country's growth and development. It is widely agreed that it is the most effective means that society possesses for dealing with the challenges of the future. Nevertheless, higher education has been confronted and needs, therefore, to redefine its historic role as the center of universal knowledge and understanding. This chapter analyzes the importance of internationalization on higher education institutions and enable us to better understand how they are changing as a consequence of the globalization process. Using the University of Aveiro as a case study, we will be studying what internationalization is in a higher education context and which rationales, approaches, and activities are associated with the internationalization process. Furthermore, the appropriateness of theories of internationalization specifically developed for business contexts will be portrayed at the end of the chapter.