Product details

This case describes a university identity change and the subsequent re-naming and rebranding process. Secondary issues include strategic marketing, branding, services marketing, non-profit marketing, public policy, higher education leadership, legislative relations, and consensus management. The case is designed for graduate students and doctoral students in public administration, higher education leadership and business. The case can be taught in a single, 2 hour class session. Student preparation, including team meetings and research will require 4 hours.