Crafting and Marketing Student Experience with Bonnie Urciouli

College and university programs that craft student experience have become a major selling point, representing an intersection of student life administration and higher education marketing. For example, “First Year Experience” programs craft student life in ways designed to fit students into the most productive aspects of college life, optimizing the production of an ideal student. That production, understood in terms of measurable outcomes, becomes a major marketing angle for parents worried about their child’s future. Neither perspective takes into account structural inequities shaping student experience, with consequences for at-risk students. Nor do they take seriously the role of faculty, who are neither problem solvers nor career developers.
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