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Remaining Relevant in a Professionalized World: How University Adult Education Programs Increase Appeal through Branding
Type of Presentation
Poster Session (45 minutes)
Session Abstract
A study of university adult education program websites reveals that programs target then divide students from specific professions, a practice that may retard efforts to create a field-wide vocational identity.
Target Audience
All adult educators and higher education administrators interested in reflecting on the marketing and organizational strategies used in university adult education programs and the messages that these strategies send to perspective and current students.
Learning Outcomes
By the end of the sessions, learners will have:
1. Examined common themes reflected in mission statements and other perspective student literature as found on university adult education program websites.
2. Identified the ways in which adult education programs package curriculum so that it appeals to and then separates students from specific professional sectors.
3. Discussed the benefits and consequences of profession-specific branding and organization amongst university adult education programs.
Session Description
As society increasingly commoditizes knowledge, universities have begun assuming business strategies and practices to survive. Branding, which involves sending a clear, simple, consistent message to a targeted audience with the intention of acquiring their allegiance, is one of the marketing practices frequently assumed. As a field, adult education historically resists attempts at standardization, professionalization, and other practices consistent with branding. By studying the websites of university adult education master’s programs, I show that these programs are engaging in program branding despite the field's historical tendencies. While these sector-based branding practices are consistent with the pragmatic focus of today’s knowledge society, they may contribute to the cultural drift within the field of adult education, which will ultimately retard the field’s progress towards professionalization. Thoughtful consideration should take place before adult education programs engage in branding their programs.
Efforts are made to try to schedule sessions on the day preferred by the Primary Presenter, though this cannot be guaranteed. Please check your preference.
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