Education Commons^™

Higher Ed Needs New Forms Of Marketing., Aldemaro Romero Jr.

Publications and Research

In this day and age of crises – financial, enrollment,

even scandal – among institutions of higher education,

image “management” has become a tool to help

some institutions stay afloat. Countless colleges and

universities have resorted to spending money on

glossy brochures, billboards and even on expensive

TV airtime.

The images they portray are usually one of happy

and attractive students having fun on campus, enjoying

athletic events and amenities that used to be more

likely to be found at country clubs than colleges. The

quality of education is almost an afterthought. The

name of the institution is being sold …

Crowdsourcing As An Approach To Customer Relationship Building In Academic Libraries, Lisa A. Ellis, Aisha Pena

Publications and Research

Library initiatives to first-year students not only present an opportunity to offer information literacy instruction for student advancement but they also serve a key marketing function by communicating the library’s ongoing value and building customer relationships. Library orientation tours are an example of how to effectively market to first-year students. Combining peer-to-peer learning and user-generated content via social media known as crowdsourcing, Newman Library sponsored a contest challenging first-year students to create a video sharing a useful library tip. The contributions and benefits of this co-creation approach to fostering relationships are examined and the implications to strengthening other library-user bonds …

Nothing For Money And Your Work For Free: Internships And The Marketing Of Higher Education, Mara Einstein

Publications and Research

American universities have significantly increased their marketing expenditures over the last decade. The high cost of education, reductions in government funding, and precipitous declines in the traditional college-aged population (18-21 year olds) are some of the key factors forcing universities to be more aggressive with the promotional techniques they use to attract prospective students. In this competitive marketplace, schools promote the attributes they believe will be most compelling to high schoolers and their parents, including academics, sports, campus life, and careers. Tied into this last factor is the promotion of internship opportunities. While some of these hands-on experiences lead to …