Identifying and analyzing touchpoints for building a higher education brand

In today's instantly interconnected world, sectors like higher education, which were once considered safe havens, are now being exposed to competitive forces. Education is an experiential service where the active involvement of both the service provider (higher education brand) and the consumer (student) is important. This research paper identifies 13 influencing touchpoints during the various stages of the educational journey – pre-admission stage, course stage and post-passing as alumnus stage.