In this day and age of crises – financial, enrollment,
even scandal – among institutions of higher education,
image “management” has become a tool to help
some institutions stay afloat. Countless colleges and
universities have resorted to spending money on
glossy brochures, billboards and even on expensive
The images they portray are usually one of happy
and attractive students having fun on campus, enjoying
athletic events and amenities that used to be more
likely to be found at country clubs than colleges. The
quality of education is almost an afterthought. The
name of the institution is being sold as a commodity,
just like toothpaste.
Romero, Aldemaro Jr., "Higher ed needs new forms of marketing." (2016). CUNY Academic Works.