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Running head: SCHOLARLY ARTICLE REVIEW 1

Scholarly Article Revie

!aniel Vorer" 

#niver$ity o% &orthern Ioa

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SCHOLARLY ARTICLE REVIEW '

Co()etition %or $tudent$ at in$titution$ o% higher education ha$ increa$ed $teadily %or

decade$ no and a$ in%or(ation on in$titution$ ha$ *eco(e (ore readily availa*le to $tudent$

through the internet+ recruit(ent )ractice$ at in$titution$ acro$$ the country have evolved,

-odern recruit(ent )ractice$ include a %ocu$ on (ar"eting ith a ne e()ha$i$ on online

(ar"eting, The re$earch article I have $elected to revie i$ titled .What College and #niver$ity

We*$ite$ Reveal A*out the /ur)o$e o% Higher Education0, The $tudy+ %ir$t )u*li$hed in The

 Journal of Higher Education in uly '213+ analy4e$ ho college and univer$ity e*$ite$ )lay a

role in the college $earch )roce$$, The $tudy e5a(ined the te5tual and vi$ual ele(ent$ o% telve

college$ and univer$itie$ in the #nited State$+ $e)arated into %our in$titution categorie$ *a$ed on

the '212 Carnegie Cla$$i%ication$ o% In$titution$: 6ig 12+ Elite+ Southern College$ and /u*lic

Regional 7Saichaie 8 -or)he+ '213+ ), 92;, !ata collected %ro( the telve in$titution<$

e*$ite$ included in%or(ation %ro( ho(e )age$+ a*out )age$+ ad(i$$ion$ )age$+ acade(ic (a=or 

and>or )rogra($ o% $tudy )age$ and )age$ outlining %inancial aid a$ ell a$ $tudent li%e, Thi$

data a$ analy4ed to .*etter under$tand hat the language 7including te5t and i(age$; on a

$a()le o% college and univer$ity e*$ite$ co((unicated to )ro$)ective $tudent$ a*out the

(i$$ion o% tho$e in$titution$0 7Saichaie 8 -or)he+ '213+ ), 922;, In order to do thi$ they+

"ee)ing the )rivate and )u*lic )ur)o$e$ o% in$titution$ in (ind+ .$ought to under$tand hether

the$e or other di%%erence$ ere evident on in$titutional e*$ite$0 7Saichaie 8 -or)he+ '213+ ),

92';,

The $tudy revealed that+ no (atter the $i4e or ty)e o% in$titution+ .(uch o% hat a))ear$

on the e*$ite$ i$ a generic re)re$entation o% the li%e$tyle a$$ociated ith attending college and

not a $cholarly )ur$uit o% "noledge0 7Saichaie 8 -or)he+ '213+ ), 9'2;, It a$ deter(ined

that in$titutional e*$ite$ do little to re%lect the )ur)o$e the in$titution $erve$ a$ the in%or(ation

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SCHOLARLY ARTICLE REVIEW ?

(ar"eted to )ro$)ective $tudent$ online i$ generic and %itting to all $tudent$, .The re$earch

$ugge$t$ that the $a()le in$titutional e*$ite$ )ortray the$e diver$e college$ and univer$itie$ in

relatively ho(ogenou$ ay$, The (e$$age$ de@e()ha$i4e the in$titution$ )u*lic (i$$ion$ and

 )ur)o$e$+ a$ ell a$ the goal$ that the$e college$ and univer$itie$ have cho$en %or the($elve$0

7Saichaie 8 -or)he+ '213+ ), 9'?;, Through thi$ $tudy+ it a$ %ound that all o% the in$titution$

$tudied (ar"et their in$titution a$ an .ideali4ed $etting here $tudent$ a$$e(*le to en=oy a

collegiate e5)erience choc"%ull o% e5tracurricular activitie$ and acade(ic de(and$ tailored to

their intere$t$ and career )re)aration0 7Saichaie 8 -or)he+ '213+ ), 9'?;,

Thi$ i$ not a $u*=ect that ha$ *een di$cu$$ed in any o% (y cla$$e$ nor do I thin" it ill *e+

 *ut the underlying idea i$ one that I *egan noticing a*out in$titution$ during a recent vi$it to the

#niver$ity o% Ioa, The idea o% $elling your in$titution< to )ro$)ective $tudent$ i$ a co((on

 )ractice in o%%ice$ o% ad(i$$ion$ and a %ocu$ in (any univer$ity relation$ and (ar"eting

de)art(ent$ on ca()u$e$, A$ I toured the #niver$ity o% Ioa<$ /entacre$t+ the tour guide gave

an overvie o% the ca()u$ and the *uilding$ $urrounding u$, A$ he de$cri*ed the $tudent li%e on

ca()u$ though+ (uch o% hat he $aid $ounded li"e he a$ de$cri*ing #&I<$ ca()u$, He a$

de$cri*ing the ca()u$ a$ ea$ily acce$$i*le %ro( any )oint around+ tal"ed a*out the relation$hi)$

you can *uild ith %aculty and the %riend$hi)$ you ill *uild ith tho$e living in the dor($ ith

you, He de$cri*ed $cene$ o% $tudent$ $tudying in the gra$$ and the high level o% athletic

co()etition the univer$itie$ athletic )rogra($ engage in, 6ecau$e o% thi$ )er$onal interaction

ith another in$titution in a di%%erent cla$$i%ication than #&I+ I %ind validity in hat the $tudy I

read %ound, Even though the interaction$ I had at the #niver$ity o% Ioa ere in )er$on and not

$o(ething I vieed on their e*$ite+ I $till $a %ir$t hand the idea that an in$titution $ell$ it$el%<

a$ $o(ething it (ay not *e,

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SCHOLARLY ARTICLE REVIEW 3

-y )er$onal *elie% on thi$ to)ic i$ that in$titution$ $hould (ar"et their in$titution ith

$)eci%ic ty)e$ o% $tudent$ in (ind, With (y e5)erience in (ar"eting and (y li(ited e5)erience

or"ing ith the o%%ice o% ad(i$$ion$ at #&I+ the (o$t e%%ective (ar"eting ca()aign$ are the

one$ that $et $)eci%ic and targeted goal$, At a univer$ity+ that loo"$ li"e under$tanding ho you

are a$ an in$titution and hat "ind o% a $tudent you i$h to enroll, When loo"ing at acade(ic$ at

the in$titution$+ the $tudy %ound that o% the %our grou)$ o% in$titution$+ only one o% the grou)$ $et

the($elve$ a )art %ro( the other ty)e$ o% in$titution$, The elite grou)< (ade u) o% Harvard+

Stan%ord and /rinceton+ )re$ented the($elve$ a$ a )lace here intellectual develo)(ent i$

i()ortant *ut al$o noted that they have the a*ility to )lace $tudent$ in high )aying =o*$ )o$t

graduation+ a co((on the(e a(ong the other three grou)$ o% in$titution$ 7Saichaie 8 -or)he+

'213+ ), 9'1;,

In conclu$ion+ thi$ re$earch $tudy )rovided concrete evidence that online (ar"eting

 )ractice$ o% ad(i$$ion$ o%%ice$ at di%%ering $i4e$ o% in$titution$ o% higher education are $i(ilar+

regardle$$ o% hat their in$titution *elieve$ to *e it$ %ocu$ a$ a univer$ity or college, With thi$ in

(ind+ I *elieve that in$titution$ need to *etter develo) (ar"eting )lan$ %or recruiting and

enrolling $tudent$ that re%lect the )u*lic and )rivate )ur)o$e$ o% the in$titution,

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SCHOLARLY ARTICLE REVIEW 9

Re%erence$

Saichaie+ B, ",+ 8 -or)he+ C, C, 7'213;, What College and #niver$ity We*$ite$ Reveal A*out

the /ur)o$e$ o% Higher Education, The Journal of Higher Education+ 973;+ 3DD@9?2,