U.S. University Admissions in the Good Old Days

By Liz Reisberg. When I first worked in university admissions more than 30 years ago the word “marketing” was completely taboo. This is not to imply that admissions officers didn’t promote their institution. Admissions officers have been visiting high schools and making presentations in hotels for decades; it just wasn’t considered “marketing.” “Marketing” was considered much too commercial, too crass for higher education. Today, most admissions offices have a marketing plan, marketing strategy, marketing budget, and marketing staff.  Many hire public relations firms to define and distinguish their “brand” and to gain the preference of specific market segments. Read more...