Pathways from Academe to Industry: An Empirical Analysis of Academic Marketing to Prospective Students
- 740 Downloads
Historically, universities and industry have exchanged money, knowledge, and people to profit from markets. Moving students into the workforce could be the strongest economic contribution to efforts, but how do universities recruit prospective students into academe-industry links? This study analyzed discourse on websites of Association of American Universities institutions. Analyses revealed that institutions: (1) showcased organizational developments that provided specialized knowledge for students to leverage for economic gain; (2) highlighted curricula to develop—and certify—student entrepreneurs; and (3) presented cocurricula as pathways to the industry. Together, themes suggest academic messaging that serves market interests, differentiating which students may benefit most.
KeywordsUniversity–industry partnerships Student recruitment Academic marketing Enterpreneurship
- Fairclough, N. (1995). Critical discourse analysis: The critical study of language. New York: Longman.Google Scholar
- Geiger, R. L. (2004). Knowledge and money: Research universities and the paradox of the marketplace. Stanford University Press.Google Scholar
- Geiger, R. L., & Sá, C. M. (2008). Tapping the riches of science: Universities and the promise of economic growth. Cambridge, MA: Harvard University Press.Google Scholar
- Gumport, P. J. (2011). Graduate education and research: Interdependence and strain. In P. G. Altbach, P. J. Gumport, & R. O. Berdahl (Eds.), American higher education in the twenty-first century: Social, political, and economic challenges (3rd ed., pp. 365–408). Baltimore, MD: Johns Hopkins University Press.Google Scholar
- Holsti, O. R. (1969). Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley.Google Scholar
- Hossler, D. (1999). Using the Internet in college admissions: Strategic choices. Journal of College Admissions, 162, 12–19.Google Scholar
- Hossler, D. (2015). Origins of strategic enrollment management. In D. Hossler, B. Bontrager, & Associates (Eds.), Handbook of strategic enrollment management (pp. 3–17). San Francisco: Jossey-Bass.Google Scholar
- Hossler, D., Schmit, J. L., & Vesper, N. (1999). Going to college: How social, economic, and educational factors influence the decisions students make. Baltimore, MD: Johns Hopkins University Press.Google Scholar
- Kress, G., & van Leeuwen, T. (2006). Reading images: The grammar of visual design. London: Routledge.Google Scholar
- Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Thousand Oaks: Sage.Google Scholar
- Lane, J. E. (2012). Higher education and economic competitiveness. In J. E. Lane & D. B. Johnstone (Eds.), Universities and colleges as economic drivers: Measuring higher education’s role in economic development (pp. 1–30). Albany: State University of New York Press.Google Scholar
- Leslie, S. W. (1993). The cold war and American science: The military-industrial-academic complex at MIT and Stanford. New York: Columbia University Press.Google Scholar
- Mangan, K. (2012, November 26). Industry partnerships in South Carolina give students skills and confidence. Chronicle of Higher Education. Retrieved September 9, 2013, from http://chronicle.com/article/Partnerships-Give-Skills-for/135916/.
- McMahon, W. W. (2009). Higher learning, greater good: The private and social benefits of higher education. Baltimore: The Johns Hopkins University Press.Google Scholar
- Poock, M. C., & Lefond, D. (2001). How college-bound prospects perceive university web sites: Findings, implications, and turning browsers into applicants. College and University, 77(1), 15–21.Google Scholar
- Saichaie, K. (2011). Representation on college and university websites: An approach using critical discourse analysis (Doctoral Dissertation). Available from ProQuest Dissertations and Theses database. (UMI No. 3461415).Google Scholar
- Schneider, G. P., & Bruton, C. M. (2004). Communicating with multiple stakeholders: Building effective university web sites. Journal of Organizational Culture, Communications and Conflict, 8(2), 73–80.Google Scholar
- Scott, W. R., & Davis, G. F. (2006). Organizations and organizing: Rational, natural, and open systems perspectives. New Jersey: Pearson.Google Scholar
- Slaughter, S., & Leslie, L. (1997). Academic capitalism: Politics, policies, and the entrepreneurial university. Baltimore: Johns Hopkins University Press.Google Scholar
- Slaughter, S., & Rhoades, G. (2004). Academic capitalism and the new economy: Markets, state, and higher education. Baltimore, MD: Johns Hopkins University Press.Google Scholar
- Torrance, W. E. F. (2013). Entrepreneurial campuses: Action, impact, and lessons learned from the Kauffman campus initiative. Retrieved September 9, 2013, from http://www.kauffman.org/uploadedFiles/entrepreneurial-campuses-essay.pdf.
- Veysey, L. R. (1965). The emergence of the American university. Chicago: University of Chicago Press.Google Scholar
- Young, J. R. (2013, April 8). Social entrepreneurs bring new ideas, new conflicts to colleges. Chronicle of Higher Education. Retrieved September 9, 2013, from http://chronicle.com/article/Social-Entrepreneurs-Bring/138365/.