College can be a big step on the road to career success. It is also a business; a huge one in the United States.
Despite the fact that college is incredibly expensive, it’s largely a seller’s market. Imagine if you had a business where anxious potential customers had to apply for the right to buy your services, and you were able to pick and choose those who you considered most worthy of forking over their money to you. Rightly or wrongly, as a society we accept without question that a college education is valuable if not essential for life success.
Make no mistake, colleges and universities market their services. Major industries, such as investment services, market their wares as part of the higher education industry.
Let’s take a look at how some of the higher ed marketing is done and why, from the perspective of those doing it.