Applying to College Now Seen As Marketing Campaign

Marketing to universities isn't just a marketing expert's job anymore. A recent trend shows that students applying to selective universities are engaging in techniques more suited for billboards rather than academics. Students are turning to private coaches, specializing in "packaging" a particular student to create their own personal "brand". The notion of a student trying to make themselves stand out from the rest of the applicant pool is being taken to the next level. So who is to blame?

The blame cannot be placed on a single party. Universities themselves spend much of their dollars to market themselves to students. Students are now responding in kind (some counseling services carry a price tag of $4,000). Admissions counselors have been drilling into students the idea of distinguishing themselves for years, especially if they want to get into highly selective institutions. And the myth that the only worthy options for students are a small group of selective schools has yet to be dispelled. Regardless of blame, the concern should be for the students. Many are engaging in activities that they may not be interested in or passionate about simply because it "looks good". Job hunters are familiar with "punching up" their resumes. A 17-year-old in high school shouldn’t have to do the same.