How the city works its magic: the contribution of location to the Higher Education servicescape

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


In today’s highly competitive Higher Education environment institutions are operating as service sector businesses, adopting marketing practices and working hard to differentiate themselves from one another other. One of the ways in which this is achieved is through building a unique identity and it is acknowledged that the location contributes an inherent part of this identity. That said, the way in which location is used by institutions remains underexplored. Through content analysis of marketing materials and exploratory qualitative research with institution marketing decision makers, this working paper aims to show both how location is being used by institutions, and the reasons why it is being used in this way. In doing this, a valuable contribution to understanding the relationship between institution and location will be provided, alongside a clearer understanding the contribution location makes to the university servicescape. In addition, the results offer implications for practice for both HE and civic marketing decision makers for how location can be best used to an institution’s advantage.
Original languageEnglish
Title of host publication2015 Academy of Marketing conference – the magic in marketing
EditorsLisa O'Malley
PublisherAcademy of Marketing
ISBN (Print)9781905952649
Publication statusPublished - Jul 2015
EventAcademy of Marketing Conference 2015: The magic of Marketing - University of Limerick, Limerick, Ireland
Duration: 7 Jul 20159 Jul 2015


ConferenceAcademy of Marketing Conference 2015
Abbreviated titleAM2015
Internet address


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