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Selling Hope and CollegeMerit, Markets, and Recruitment in an Unranked School$
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Alex Posecznick

Print publication date: 2017

Print ISBN-13: 9781501707582

Published to Cornell Scholarship Online: September 2017

DOI: 10.7591/cornell/9781501707582.001.0001

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How to Sell Hope and Mobility

How to Sell Hope and Mobility

Chapter:
(p.40) Chapter 2 How to Sell Hope and Mobility
Source:
Selling Hope and College
Author(s):

Alex Posecznick

Publisher:
Cornell University Press
DOI:10.7591/cornell/9781501707582.003.0003

This chapter describes Ravenwood's position in the higher education market and the kinds of persuasive arguments that members of the community deploy to recruit new students every year. Corporatization in the university has brought the logic and language of markets to these processes, which align with the Jeffersonian paradigm of education and create a somewhat rigid interpretation of institutional mission and risk. Diversification of student enrollment is a safety net from fiscal risk but also reflects the potential watering down of institutional brand. Administrators are thus constantly balancing contradictory tensions in their attempts to secure fiscal security without sacrificing the mission or brand of the institution. Individual counselors also tackle similar propositions within the context of their own careers.

Keywords:   Ravenwood College, higher education, corporatization, Jeffersonian paradigm, student diversification, insitutional brand

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