Marketing and Advertising Higher Education
by Jason Zhangg
This article examines the transformation of the marketing and advertising of higher education over the past forty years.
In that time, marketing efforts at many higher education institutions have become highly organized and tightly controlled by entirely new marketing units. These have been established to create, maintain, and promote a schools image.
Decreases in financial support and increases in competition from for-profit institutions and others have changed the very marketplace of higher education. Scholars point to a shift in higher education as a social institution to one of industry, and they are often critical of the change.
Although this shift has been derisively labelled the “commercialization” of higher education, this article suggests that higher education leaders can use marketing efforts to better align organization goals, be more responsive to key stakeholder needs, and be adaptive rather than prescriptive to negotiate the community’s changing needs and expectations.
Download the full article here.
Photo by Campaign Creators on Unsplash
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