Marketing News Archive

The November/December 2017 issue of Marketing News is now available.

College enrollment is predicted to stagnate. On one hand, this should come as no surprise. College debt has skyrocketed, and Americans are increasingly disillusioned with the value of a bachelor’s degree. But on the other hand, this projected enrollment drop is concerning for the competitiveness of the American economy. As low- and non-skilled jobs are lost to automation, higher education is an important way to keep Americans employed for the long term. Staff writer Hal Conick explores how college and university marketers are getting creative to boost student enrollment.

Elsewhere in this issue, we look at why the luxury-dorm bubble is about to burst. Staff writer Sarah Steimer finds out what marketers should be touting on campus brochures instead of the swimming pools and high-end kitchens that have filled those pages for the past decade.

Staff writer Zach Brooke takes a close look at college media outlets like The Onion and CollegeOnly. How sustainable is a media business model aimed at college students? Should these companies remain focused on 18- to 24-year-olds indefinitely, or should they grow and adapt as their customers age and mature?

These are just a few of the many challenges for higher-education marketers. What are yours?

Molly Soat
Editor in Chief

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