EVENT Jul 30
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Transformation of Higher Education Through Institutional Online Spaces

Organization: IGI Global Hershey, PennsylvaniaN/A
Categories: Digital Humanities, Interdisciplinary, Lingustics, Popular Culture, Aesthetics, Anthropology/Sociology, Classical Studies, Cultural Studies, Environmental Studies, Film, TV, & Media, Food Studies, History, Philosophy
Event Date: 2023-07-30 Abstract Due: 2022-11-30


The surge in the demand for higher education in contemporary times is closely connected with the liberalization and globalization of education in most countries of the world. The result is the massification of higher education, leading to a competitive venture among higher institutions in their bid to market their services in order to attract stakeholders and consumers. This increase in the number of higher institutions across the globe has brought about strategic marketing efforts by these institutions through brand marketing on their websites and through the various social media platforms. Websites and social media have been chosen for promotional purposes for obvious reasons – they are globally accessible. Having virile institutional websites and social media spaces with promotional messages has become very important assets for higher institutions and their stakeholders for rapid communication of significant amount of information. Promotional discourse exhibits product description, evaluation and differentiation, which engage specific linguistic and stylistic resources as well as promotional strategies. Promotional elements can be seen in Presidents’ or Vice Chancellors’ messages", About us" messages, vision and mission statements, events and programs announcements, jingles, and so forth. This book intends to bring together perspectives from disciplines interested in the communication of promotional messages in higher education in the cyberspace. Such disciplines include: public relations, advertising, marketing, information and communication studies, linguistics, education, discourse analysis, sociology and so on.




This text aims to present multidisciplinary and interdisciplinary approaches to promotional discourses as presented on higher institutions’ online spaces. Perspectives will be drawn from the significant promotional elements and resources that feature in online spaces, such as websites and social media pages of higher institutions. Issues, such as identity, marketization, branding and others are expected to feature in the publication.


Target Audience

The book is intended to reach a wide range of audience, such as:

§ educational institution managers

§ public relations units of higher educational institutions

§ educational website managers

§ online marketers of higher institutions services

§ academics with interest in online discourse

§ online content developers

§ information, communication and advertising experts

§ higher education planners and policy makers

§ stakeholders in the education enterprise

§ all higher institutions libraries


Recommended Topics

§ Marketization of higher education

§ Identity construction

§ Brand building and marketing

§ Digital Marketing

§ Public Relation

§ Content Marketing

§ Discourse Analysis of Marketization Strategies

§ Multimodality on institutional websites

§ Curriculum marketing

§ Social media marketing

§ Higher Education Digital Marketing

§ Higher Education Marketing Campaigns

§ Semiotics of higher institutions websites

§ Blogging of higher institutions

§ Video marketing

§ Email marketing

§ Conversational/interactive marketing

§ Influencer marketing

§ Logo Branding

§ Contemporary trends in higher educational marketing

§ Career outcomes promotions

§ Local search engine optimization (SEO)

§ YouTubification of higher institution discourse

§ Twitterizing higher educational discourse

 § Promotion of strategic plans

§ Promoting Professional Development

§ CDA of Higher Education Online Marketing

§ Pragmatics of Online Higher Education Marketing

§ Promotional messages in LinkedIn, Facebook and Instagram

§ Any other related topic not listed above


Submission Procedure

Researchers and practitioners are invited to submit on or before November 31, 2022, a chapter proposal of 1,000 to 2,000 words clearly explaining the mission and concerns of his or her proposed chapter. Authors will be notified by December 31, 2022 about the status of their proposals and sent chapter guidelines. Full chapters are expected to be submitted by March 25, 2023, and all interested authors must consult the guidelines for manuscript submissions at https://www.igi-global.com/publish/contributor-resources/before-you-write/ prior to submission. All submitted chapters will be reviewed on a double-blind review basis. Contributors may also be requested to serve as reviewers for this project.

Note: There are no submission or acceptance fees for manuscripts submitted to this book publication, Transformation of Higher Education Through Institutional Online Spaces. All manuscripts are accepted based on a double-blind peer review editorial process. All proposals should be submitted through the eEditorial Discovery® online submission manager.



This book is scheduled to be published by IGI Global (formerly Idea Group Inc.), an international academic publisher of the "Information Science Reference" (formerly Idea Group Reference), "Medical Information Science Reference," "Business Science Reference," and "Engineering Science Reference" imprints. IGI Global specializes in publishing reference books, scholarly journals, and electronic databases featuring academic research on a variety of innovative topic areas including, but not limited to, education, social science, medicine and healthcare, business and management, information science and technology, engineering, public administration, library and information science, media and communication studies, and environmental science. For additional information regarding the publisher, please visit https://www.igi-global.com. This publication is anticipated to be released in 2024.


Rotimi Taiwo