University Marketing

    It is unfortunate that so much effort has to be expended on marketing and ‘branding’ by those involved in higher education. One can understand why such efforts must be undertaken, however, since colleges and universities do constitute a market, one which is now highly competitive.

    One might assume that such endeavours would reflect a higher degree of clarity and honesty than is typically found in the commercials and advertisements displayed in the lower realms of commerce. Such is not the case. Most universities play in the rankings and ratings game, for example, and eagerly promote high rankings of dubious value while understandably ignoring the lower ones mentioned in ratings of higher quality that reflect measurable and meaningful data.

    I noticed recently on the website of a university I attended the following promotional puffs. I also worked at the same university which is, in fact, a good one that has plenty of accomplishments and people of which to be proud. In this instance, however, it receives a failing grade of 50%. The examples below are presented in descending order in terms of honesty and clarity and the last two could be easily replaced.