COMMERCIALIZATION OF HIGHER EDUCATION By: Allison Papathanas

HISTORY/ ROOTS OF COMMERCIALIZATION  “Commercial practices may have become more obvious, but they are hardly a new phenomenon in American higher education.”  Early 1900’s: University of Chicago and University of Pennsylvania begin to advertise to “increase visibility”.  1905: Harvard hires a new football coach at an unprecedented salary to expand their program and gain recognition  “What is new about today’s commercial practices is not their existences, but their unprecedented size and scope.”  Before 1970: Schools made their profit from athletic programs and “in a few institutions, to correspondence schools and extension programs.”  “Today opportunities to make money from the intellectual work are pursued throughout the university by professors from various departments.”  From Universities in the Marketplace: The Commercialization of Higher Education by Derek Bok  In Bok’s novel, he referred to commercialization as “the efforts within the university to make a profit from teaching, research, and other campus activities.”

CREATIVE WAYS COLLEGES ARE RECRUITING STUDENTS TODAY  Ratings System  /phone call follow-ups  Amazing dorm rooms  Unique clubs and activities  Social media date reminders  Incredible facilities: “… attract the most students with bigger and better new buildings. They’re splurging on high-profile architects to create spaces that are sure to bring in new students.”

CREATIVE WAYS COLLEGES ARE RECRUITING STUDENTS TODAY Freebies: The Illinois Institute of Technology gave free iPads to all incoming freshmen Free Tuition: The University of New Haven’s business school offered free tuition, along with iPads and gift cards to the bookstore as prizes Groupon promotions: “National Louis University recently made history as the first academic institution to offer a daily deal promotion on Groupon, sharing a three-credit course that could be applied to a graduate degree.” Free Travel: “… offers then two round-trip plane tickets to use every year, making it easier for them to visit family back home.” Different protocol for different candidates: “Schools are changing the way they deal with adult recruits, offering a more tailored recruiting experience for non-traditional students.” Special programs: “Colleges who make a home for a certain type of student are bound to attract more, like the University of Pittsburg has done with its group for students with autism and Asperger’s.”

COLLEGE AMENITIES 11. University of Cincinnati’s Campus Recreation Center Housing Students can get active with the 40-foot climbing wall, Olympic-sized pool, a channel that’s basically an indoor river for swimming upstream, an indoor track, six-court gym and fitness center with 200 plus machines to choose from. The rooms also have shared living rooms and even some private bedrooms. Oh, and the dining hall has seven taste stations so students are able to find a meal that accommodates their taste buds. awesome-amenities

“THAT’S WHY I CHOSE YALE”  An introduction to undergraduate life at Yale College.  An independent collaboration between Yale undergraduates and recent alumni working in the admissions office.  All filming, editing, and vocal recording was done on Yale's campus exclusively by Yale students.  Date Posted: 06/13/2012??  Has over 0ne million views on youtube

COLLEGE VIDEOS

“REMEMBER OUR NAME”  Created by the University of Rochester’s Admission office  Presents facts and figures about the university  Released 3/7/2012  Has over 170,000 views on youtube

MORE COLLEGE VIDEOS

TARGETING OF VIDEOS o Both small, top private institutions o Yale: ranked 3 o Tuition and fees: $45,800 o University of Rochester: ranked 33 o Tuition and fees: $46,960 o Do not mention scholarships o 48% of Yale students receive some form of financial aid o 85% of freshmen at the University of Rochester receive some form of financial aid

IN CONCLUSION  As commercialization has increased, the type of students being targeted has not change very much  Changes have caused increase cost of tuition

RESOURCES o sities+in+the+Marketplace:+The+Commercialization+of+Higher+Education+by+Derek+Bok ++&ots=7JyHqXWXsM&sig=vFjMPhB_s_h9wXY_mbdczQQESpg#v=onepage&q=targeting &f=false o o attract-new-students o o o o

RESOURCES CONTINUE o o o http%3A%2F%2Fadmissions.yale.edu%2Fnode%2F2040%2Fattachment&ei=ar57VPn2G8vOsQS BsICgAQ&usg=AFQjCNE5gI3WCjR_ye- zl9kE24GyNiQnNA&sig2=i1Ib6HChpDrgp58ut6B9UA&bvm=bv ,d.cWc o http%3A%2F%2Fenrollment.rochester.edu%2Fwp- content%2Fmedia%2F2014%2F09%2Ffactsheet pdf&ei=Wr97VKDwGOfksATK84HAAw&usg=AFQjCNHIOHmn5nPq2vFPStiyInGRgl7CnA&sig2 =IlV6wtPBi6xl7JkgiInecA o o