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Pathways from Academe to Industry: An Empirical Analysis of Academic Marketing to Prospective Students

  • Kem Saichaie
  • Jarrett B. Warshaw
Chapter

Abstract

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.

Keywords

University–industry partnerships Student recruitment Academic marketing Enterpreneurship 

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Kem Saichaie
    • 1
  • Jarrett B. Warshaw
    • 2
  1. 1.Center for Educational EffectivenessUniversity of CaliforniaDavisUSA
  2. 2.Department of Educational Leadership & Research MethodologyFlorida Atlantic UniversityBoca RatonUSA

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