I got feedback to yesterday’s post from a few people who know a lot more about college than I do, some of whom made it obvious that I wasn’t as clear as I should have been. I offered ten suggestions for colleges to divert marketing money and create remarkable experiences for their current students, but I didn't mean to suggest that they'd be appropriate measures for every college.
We use the term “college” broadly in this country, often assigning the same word to places that don’t do the same things. Some “colleges” prepare students for specific careers. Some push students to think critically and write clearly. Some give leading researchers a place to do their best work, some educate our future military, and some prepare women to reach their aspirations in a coeducational world.
My point was that whatever a school’s mission is, whoever they exist to serve, wouldn’t money be better spent on those goals than on marketing consultants?
For the students reading this, the entire discussion just further goes to show how many options you really have for a college education, whatever your idea for that education may be. There are over 2,000 places we like to call colleges, from universities to liberal arts colleges to pre-professional schools. A small percentage of them are absurdly difficult to get into, but most are competing for students just like you’re competing for admission. You don’t have to just cross your fingers and hope a famous one admits you. You can think deeply about what your expectations are for college and find the schools that can fulfill them.
You’re in charge if you want to be.