Marketing The Academy: A Theoretical Analysis Of Consumption, Identity, And The Branding Of Contemporary Universities,
2010
Wilfrid Laurier University
Marketing The Academy: A Theoretical Analysis Of Consumption, Identity, And The Branding Of Contemporary Universities, Anthony David Frost
Theses and Dissertations (Comprehensive)
Consumer culture has long presented ethical issues for the academic world. As the nature and processes of consumer culture have become more integrated with the operation of universities, the debate has escalated. Over the past 15 years, institutions have made increasing use of sophisticated marketing techniques and, while many administrators applaud their use to define, grow, and protect a school’s reputation, many critics have decried what they see as nothing more than crass commercialism. This study is an examination of the development of consumer culture after World War II, when large numbers of students entered post-secondary school. Critical analysis is …
