Marketing Higher Education Analytical Essay by Kella

Marketing Higher Education
A look at the debate between for profit and non-profit universities and the issues of access to higher education in the United States.
# 153649 | 1,288 words | 11 sources | APA | 2013 | US
Published on Aug 09, 2013 in Education (Higher) , Ethics (General)

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The paper discusses the new type of for-profit university that has an open admissions policy and takes a share of the federal education funding, and explains that many in favor of more traditional models of education are decrying the marketing of higher education to be unethical. The paper considers the ethics of institutions utilizing pushy marketing tactics to canvass students to enroll and points out that often they make false promises regarding the graduate's future career prospects. This paper argues that regardless of how universities entice the student to enroll, they can be viewed as ethical if they make good on one promise: to provide an education commensurate with what was promised.

Two Sides
Gainful Employment
The Enrollment Push
The Ethics of Enrollment

From the Paper:

"When the university system began centuries ago in medieval Europe, education was a privilege for men from families of means, often those who aspired to a position in the church. It was an elitist institution, one rich with tradition; a tradition that, several hundred years later, was carried to the shores of the United States, despite the European colonists' desires to break free from staunch, old world ideas about who did and did not deserve an opportunity, freedom, and access to practice ideas of religion and intellect (Edirisooriya, 2009). Fast-forward to the twenty-first century, and the landscape of higher education in the U.S. is very different. While many institutions of higher education hold on to tradition, a new type of university has emerged. Now there are schools that are designed specifically for the non-traditional student, one who may be part of the first generation in his family to obtain a degree, and one who lacks privilege, but has money in the form of federal loans and possibly grants. The emergence of this new brand of education, one that markets itself to an underserved demographic, comes with ethical dilemmas. As more for-profit universities, often with open admissions policies, take a share of the federal education funding, many in favor of more traditional models of education are decrying the marketing of higher education to be unethical."

Sample of Sources Used:

  • College Profile: Arizona State (2011). CollegeData.Retrieved February 6, 2012 from
  • The Disposable Academic: Why Doing a PhD is a Waste of Time (2010). The Economist. Retrieved February 6, 2012 from
  • Edirisooriya, G. (2009). A market analysis of the latter half of the nineteenth-century American higher education sector.History of Education, 38(1), 115-132. Retrieved February 4, 2012 from EBSCO.
  • Hossler, D. R. (2004).How enrollment management has transformed--or ruined--higher education.Chronicle of Higher Education, 34, B3. Retrieved from
  • Molesworth, M., Nixon, E., & Scullion, R. (2009). Having, being and higher education: The marketisation of the university and the transformation of the student into consumer. Teaching in Higher Education, 14(3), 277-287.Retrieved February 2, 2012 from EBSCO.

Cite this Analytical Essay:

APA Format

Marketing Higher Education (2013, August 09) Retrieved December 09, 2023, from

MLA Format

"Marketing Higher Education" 09 August 2013. Web. 09 December. 2023. <>