Traditionally, colleges used a similar mix of marketing tools and techniques to attract new students. The typical approach included: a high-quality set of recruitment brochures on select programs of study; a college catalog that was attractive and easy to navigate; a local community reputation fostered by years of publicity; a group of sought-after academic programs with distinctive reputations in a select few areas; accreditations; and active and loyal alumni bases.
Expertise, Credentials, and the Value of the University
It seems we can’t trust our own credentials or those that we provide to our students. Or perhaps it would be better to say that we have so much confidence
Constance C. Relihan
May 18, 2026
