Can a national marketing campaign change the souring conversation about college?

From The Chronicle of Higher Education: “Campaigns by institutions that share a common characteristic make sense in a landscape as varied as American higher education. But can any snappy pitch encompass the whole sector? … At best, it can be hard to talk about in singular terms. At worst, it might be downright dishonest. The success of higher education in advertising itself as a path to a better life in the late 20th century is partially what led to this moment of self-reflection, as students’ and families’ willingness to pay for degrees, for any higher ed, regardless of price, have left many feeling they got a raw deal. … There also remain substantive issues to address. Why focus on image when the sector still has opaque pricing, equity gaps, and an obsession with prestige and rankings?”

View the full article from The Chronicle of Higher Education. [Subscription required.]

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