In a previous post, “Adrift without a Paddle,” I noted “an ever deeper descent into an anti-intellectualistic, narcissistic culture in which students pursue pre-employment, technical training with single-minded purpose while, nevertheless, they expect to be rewarded with high grades and degrees apart from real achievement.” This phenomenon of empty degrees worries government officials, business and community leaders, and the general public. What should be done to restore real achievement on the part of college students generally? Continue reading
Tag Archives: higher education marketing
Have you ever wondered why so many college web pages are so boring? Many college websites contain pages that largely reproduce their catalog copy. And catalog copy—understandably, given its purpose—is dreadfully boring. I know. I used to fall asleep editing my college’s catalog. Continue reading
In response to a wave of negative reaction from students, faculty, alumni/ae and others, Drake University has pulled its “D+” in favor of what it hopes is a higher grade. The online campaign, Drake Advantage, now features an animated “Drake” followed on another screen by the “+” sign and other images. The content of the campaign remains essentially the same. In an email message to the Drake community, President David Maxwell acknowledged the negative reaction and explained his decision to revise the campaign. Does this mean that already printed and distributed copies of the “D+” logo now become collectors’ items?
on-campus and off. After encountering a storm of criticism and joking on the internet, Drake officials stoutly defend the campaign, including their use of the controversial logo. From a marketing execution standpoint, however, the grade of “D+” is well earned. Continue readingUniversity recently trotted out a new student recruitment campaign, “The Drake Advantage,” with a “D+” logo that has attracted a lot of attention, both
Nearly all colleges and universities today have initiated outcomes assessment programs to find out what students do or don’t learn and how satisfying the student experience is at their institution. Most colleges have begun to compile significant data from their studies. Fewer have used the results to improve learning and student life. And fewer still have made the results of their assessment efforts available to the public. By not publicizing such results, however, colleges are missing an important marketing opportunity. Continue reading