Destination Marketing Meets Academe David Wheeler CONAHEC For years, tourism boards have marketed to potential visitors, and tried to brand their countries, provinces, or cities as desirable destinations. But in recent years, a new form of such marketing

Author: 
David Wheeler
Publisher: 
CONAHEC
Year of Publication: 
2010

For years, tourism boards have marketed to potential visitors, and tried to brand their countries, provinces, or cities as desirable destinations. But in recent years, a new form of such marketing has emerged: destinations have begun advertising themselves as good places for professors to work or for students to get a degree. Witness Germany's "Land of Ideas" campaign, or Singapore's the "Dot is Hot" promotion. As more and more countries and cities seek to become "education hubs" or "knowledge economies," and as the global competition for students and academic talent heats up, this type of promotion is growing in popularity. Universities have moved beyond marketing themselves to marketing their cultural, recreational, and economic context. This session will examine how some locations have gone about marketing themselves to students and professors and the success of such efforts.

Event Information
Event Title: 
13e Colloque nord-américain sur l'enseignement supérieure du CONAHEC - Houston 2010
Event Description: 

Join leaders and practitioners of higher education, business, government and students at Rice University in the city of Houston, Texas for CONAHEC’s 13th North American Higher Education Conference!North Americans share many historical, cultural, and linguistic bonds and have many common issues to face. Since the signing of NAFTA, our region has become the largest trading block in the world, inextricably linked by growing economic ties. Leaders in North America recognize that regional and individual community prosperity depends largely on the global competencies of our future professionals -- today's students.A decade and a half into NAFTA, it is evident that our region must develop stronger, more productive and more resilient linkages both internally and with other world regions. Governmental and educational leaders acknowledge that higher education institutions in North America must be more proactive in offering students opportunities to gain international expertise by becoming more internationally oriented while simultaneously strengthening local connections in their teaching, research and public service functions. Higher education has an important role to play in strengthening North America and connecting it with the rest of the world.

Event URL: 
http://www.conahec.org/conahec/Conferences/Houston2010/french/FR_Description.html