Moussetis and Mourad copresent paper on branding strategy for colleges, universities

Robert Moussetis—North Central College professor of international business, chair of management and marketing department and coordinator of graduate business programs—joined Fulbright Scholar-in-Residence Maha Mourad to present their research about strategic planning and branding strategy for colleges and universities. Their presentation was given in April at the North American Management Society (NAMS) annual meeting in Chicago.  

Their paper introduces an exploratory conceptual model to facilitate the development of a customized strategy and its effects on the perception of brand equity by stakeholders. The goal of the model is to guide colleges and universities to develop a strategic posture that is based on the external dynamics of their respective environment and internal capabilities.

Mourad is associate professor of marketing at The American University in Cairo, Egypt, and has served as Fulbright Scholar-in-Residence at North Central College throughout the 2015-2016 academic year.  

Click here to view Moussetis’ faculty profile.