Comment Advertising and expectations (Score 4, Insightful) 1251
If advertising didn't work, there wouldn't be so much of it.
Universities in
Only a few go to university now to be simply educated, most are going to uni To Get A Job: it is an almost compulsory step between high school and any professional job. And most technical jobs. I wonder sometimes when more universities will go into more trade training, trying to steal business from technical schools. (As opposed to places like RMIT and Swinburn going the other way: technical colleges who became universities.)
And so, when university is sold as something which will get you a job, these expectations are built. Reasonably or not. (In my opinion, not.) But the trend is there, nonetheless.
A University education has gone from something needed for certain jobs, to something needed for certain classes of work, to a sine-qua-non of employment in entire sections of the workforce. And the universities have been competing with each other to advertise how good they are at giving an education which improves the student's chances of getting a job â" a good job, a desirable job â" advertising which might give the impression that such a job is practically guaranteed: that you go to this uni or that one not because of the education you get, but because of the job you are all but promised to walk into when you graduate. (Before you graduate, even, with graduate placements and the like.)
Personally, I think the uni sector would be better off selling the quality of the education itself, rather than expectations of the utilitarian results.
But I only work for a university, and as professional staff at that, so there is no hope that my opinion carries the slightest weight whatsoever.