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“Part Of The University Lexicon”: Marketing And Ontario Universities, 1990-2013, Daniel Robinson, Lindsay Carrocci Bolan

FIMS Publications

The authors examine the emergence and consolidation of marketing practices at five Ontario universities, beginning in the early 1990s, with a focus on student recruitment and the articulation and promotion of institutional identity. The five schools represent a cross-section of the university landscape in Ontario. Interviews were conducted with personnel performing communications and marketing-related functions. Institutional records, when available, were consulted, as were internal publications, trade publications, and print media accounts. The authors situate their treatment of this topic within the field of Critical Management Studies (Alvesson & Willmott, 2003) and related works dealing specifically with marketing. Most notably, they …