According to Weisbuch, many professors often view marketing and advertising as means to employ persuasion, not toward the good, but amorally, toward a commercial end that may be socially beneficial or harmful. Those in academe exist in a competitive environment, and while they are painfully aware of certain excesses and compromises that the…

My argument is that when marketing-particularly advertising-may, under certain circumstances, work against the goals of autonomous, liberal higher education by undermining critical thinking and independent actions. This argument requires that advertising has a primary intent to persuade rather than inform; that by being intrusive, invasive and…

Suggests that a combination of institution commitment, admissions professionalism and marketing know-how is a necessary prerequisite for success in today's competitive college admissions market. (BL)

The author suggests ways in which the continuing education program administrator can find and use sources of marketing information and techniques to expand and effectively promote continuing education programs. (SK)

Suggests that educators lack understanding of the nature of marketing and the collegiate product. Establishes priorities for developing a marketing plan, identifies the potential benefits and inevitable problems of a marketing program, and offers examples of successful promotional activities. (DMM)

Introduces specifics related to production elements and message elements of college videos. Outlines aspects of lighting, audio, narration, backing music, and performance music. Discusses elements of pace, physical plant, people, and programs with regard to marketing. Suggests the goal is to create a unified vision to attract the target audience.…

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

Discusses two questions: (1) Are we in the technology business, where we spend exorbitant time and energy debating which content and what method? and (2) Should we be in the business of serving all youth in a special way so they can grow, develop, and function successfully in a rapidly advancing technological world? (CT)

Overly aggressive advertising policies used to be attributed to a few disreputable and unethical schools. Consumer protection organizations are now becoming aware of promotional efforts by respected universities, colleges, and respected institutions that are soliciting students through unorthodox and sometimes questionable tactics. (Offers a basic…

Describes the functions of selection committees in the recruitment, evaluation, and hiring of professional personnel in academic libraries. The composition of a selection committee, committee responsibilities, advertising an available position, screening applications, and interviewing candidates are discussed. A 7-item reference list accompanies…

The author questions whether advertising and search committees--the new faculty hiring methods brought about by affirmative action--are really more than just window dressing to avoid trouble with the federal government while hiring still occurs very much as in the past. (Author/SJL)

In the face of declining enrollments, the small rural community college can no longer afford not to include a full-time public information officer on the administrative staff. An investment in a public information office, with an expert officer supported by a full- or part-time secretary, can build a valuable cadre of college advocates in the…

Discusses factors involved in the decision to use electronic media in educational marketing. Explains the use of public service programing and paid commercials, including the information needed from the station, the possibility of in-house production, and methods of choosing the medium and air time to purchase. Mentions alternative media and…

The increase in promotional activities for Australian universities is viewed as evidence of the role of market forces and competition for students, conferences, endowments, and research funding. Advertising, particularly that directed at prospective students, is seen as reflecting divisions emerging in the Australian system of higher education.…

This article addresses the problem of (1) maintaining the size and quality of the overall graduate school, and (2) maintaining a "critical mass" of students enrolled in programs where there is an indication of a future demand, but where there has been a decline. University marketing techniques have not generally focused on graduate student…