By Troy Burk. The students you’re trying to reach today have grown up in a world in which nearly everything was an advertisement. When they were still in diapers they were bombarded with cartoon characters aggressively hawking sugar-laced cereals, and as they’ve grown older, the commercials, emails, texts, pop-ups and social posts crowding their view have only increased in volume. More...

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By Rhiannon Lucy Cosslett. By handcuffing marketing emails to university newsletters, Ucas is giving a grubby illusion of choice to hard-up students. If you needed further proof that education has become little more than a commodity, then the news that Ucas is selling access to millions of students to advertisers might just be it. Leaving aside for a moment the murky moral implications of making information about children available to private companies for the purposes of profit (and they are children – the vast majority of those applying to university are under 18), there's also the fact that prospective students' hands are being forced. More...

By Frank McCluskey. This is the story of a university many academics have never heard of. This university doesn’t advertise much or pay for the naming rights for stadiums. It doesn’t have a football or basketball team. But this university grew from a few thousand students to 100,000 in just a few years by knowing how to differentiate itself from its competition. More...

By Jacob H. Rooksby. What’s in a trademark? To many people in higher education, mention of the term—which denotes the legal protection afforded words or other devices that identify a good's or service’s source—leads to bewildered looks. "You mean the designs on shirts sold in the bookstore?"
Trademarks in higher education encompass institutional names, logos, and insignias, the iconography that fans love to see featured on all kinds of merchandise. Institutions license their marks on these products, often relying on third parties to broker deals that can produce significant royalties. This $4.6-billion industry appears to be good for colleges, which exploit the revenue channel to make up for losses elsewhere in their operations. More...