Marketing, the for-profit way
Chronicle of Higher Education, (2006)Abstract
This paper discusses a new marketing strategy that could yield new revenue opportunities. Internet-based marketing is not for the faint of heart. Even colleges that embrace the strategies note that they are rife with complications. Nonprofit colleges increasingly rely on Internet advertising to recruit students, and the phenomenon has caught the attention of some big-money investors. After watching the for-profit-college industry blossom by aggressively expanding to online education and catering to adult students over the past decade, many traditional colleges followed suit, enjoying new revenue opportunities and greater exposure as they reached fresh pools of students. Now a growing number of those nonprofit colleges are adopting the corollary to that approach. If they are going to provide education the way for-profit colleges do, they might as well market themselves that way, too.