Misplaced marketing: When marketing misplaces the benefits of education

Abstract

Comments on the frequent inappropriateness of marketing education. Also addresses some of the inappropriate methods of marketing schools. Considers that certain schools that are unable to attract top students are tempted to misplace marketing by focusing the attention on a school’s “values” other than education, for instance after‐school activities, discipline, or teachers’ concerns for children’s self‐esteem. In college education, these benefits might include a sports team’s winning record, fraternity or sorority parties and local drinking establishments. Finally, expresses dissatisfaction that many students now view graduation as job certification, not as a mark of education.

Citation

Rotfeld, H.J. (1999), "Misplaced marketing: When marketing misplaces the benefits of education", Journal of Consumer Marketing, Vol. 16 No. 5, pp. 415-417. https://doi.org/10.1108/07363769910289523