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

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Competition in Higher Education Branding and Marketing

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.

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Notes

  1. 1.

    We reviewed the data again in September 2016 from the institutions. Our preliminary analyses suggest similar discourse to that analyzed during the original collection periods.

  2. 2.

    Retrieved from: http://www.marshall.usc.edu/faculty/centers/greif 04/23/13.

  3. 3.

    Retrieved from http://business.illinois.edu/ael/curriculum/index.html 04/23/13.

  4. 4.

    Retrieved from http://www.kenan-flagler.unc.edu/programs/undergraduate-business/curriculum/customize-degree/entrepreneurship 04/23/13.

  5. 5.

    Retrieved from http://www.mccombs.utexas.edu/Centers/Kelleher-Center.aspx 04/23/13.

  6. 6.

    Retrieved from: http://sen.stanford.edu/ 04/23/13.

  7. 7.

    Retrieved from: http://www.marshall.usc.edu/faculty/centers/greif 04/23/13.

  8. 8.

    Retrieved from: http://www.kenan-flagler.unc.edu/entrepreneurship 04/23/13.

  9. 9.

    Retrieved from: http://entrepreneurship.mit.edu/ 04/23/13.

  10. 10.

    Retrieved from: http://www.csom.umn.edu/holmes-center/ 04/23/13.

  11. 11.

    Retrieved from: http://www.marshall.usc.edu/faculty/centers/greif/curriculum/undergrad 04/23/13.

  12. 12.

    Retrieved from: http://sc.wustl.edu/Curriculum/Pages/MajorMinorConcentrations 04/23/13.

  13. 13.

    Retrieved from: http://engineering.columbia.edu/entrepreneurship_minor 04/23/13.

  14. 14.

    Retrieved from: http://www.cfe.umich.edu/classes 04/23/13.

  15. 15.

    Retrieved from: http://scheller.gatech.edu/programs/under/prospective/cert/cert_eng_entrep.html 04/23/13.

  16. 16.

    Retrieved from: http://commons.princeton.edu/kellercenter/courses/overview.html 04/23/13.

  17. 17.

    Retrieved from: http://business.illinois.edu/ael/curriculum/index.html 04/23/13.

  18. 18.

    Retrieved from: http://www.smeal.psu.edu/uge 04/23/13.

  19. 19.

    Retrieved from: http://www.carlsonschool.umn.edu/strategic-management-entrepreneurship/courses.aspx 04/23/13.

  20. 20.

    Retrieved from: http://commons.princeton.edu/kellercenter/index.html 04/23/13.

  21. 21.

    Retrieved from: http://engineering.columbia.edu/entrepreneurship 04/23/13.

  22. 22.

    Retrieved from: http://www.csom.umn.edu/holmes-center/ 04/23/13.

  23. 23.

    Retrieved from: http://www.cfe.umich.edu/ 04/23/13.

  24. 24.

    Retrieved from: http://www.entforum.caltech.edu/ 04/23/13.

  25. 25.

    Retrieved from: http://business.illinois.edu/ael/ 04/23/13.

  26. 26.

    Retrieved from: http://www.csom.umn.edu/holmes-center/ 04/23/13.

  27. 27.

    Retrieved from: http://www.cfe.umich.edu/ 04/23/13.

  28. 28.

    Retrieved from: http://www.smeal.psu.edu/uge 04/23/13.

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Author information

Authors and Affiliations

  1. Center for Educational Effectiveness, University of California, Davis, CA, USA

    Kem Saichaie

  2. Department of Educational Leadership & Research Methodology, Florida Atlantic University, Boca Raton, USA

    Jarrett B. Warshaw

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  1. Kem Saichaie
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  2. Jarrett B. Warshaw
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  1. School of Education, Johns Hopkins University, Baltimore, Maryland, USA

    Antigoni Papadimitriou

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Saichaie, K., Warshaw, J.B. (2018). Pathways from Academe to Industry: An Empirical Analysis of Academic Marketing to Prospective Students. In: Papadimitriou, A. (eds) Competition in Higher Education Branding and Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-58527-7_2

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  • DOI: https://doi.org/10.1007/978-3-319-58527-7_2

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