Selling the dream: marketing an education

Kerby, Martin (2013) Selling the dream: marketing an education. International Journal of Pedagogies and Learning, 8 (1). pp. 10-17.

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Abstract

The purpose of this paper is to investigate the manner in which a Christian Brothers boarding school, founded in 1891 as an altruistic response to the socio/economic distress of Queensland's Irish Catholics, undertakes the marketing of its educational product in a contemporary setting. St Joseph's Nudgee College has displayed a remarkable capacity for compromise, balancing from its first year of operation the philosophical heritage of Irish Catholicism with the pragmatic aim of promoting social mobility amongst a group conscious of its outsider status. It is this inheritance of compromise that has ensured that there has been no perception that marketing an education in a religious institution raises any ethical dilemmas. This is even more remarkable given the evolution of the College into one of the State's elite educational institutions, yet one still publically committed to education serving as an agent of social change. The challenge for the Development and Communications Department of the College is far more pedestrian than a clash of world views. For they operate in a milieu divorced from the traditional core business of the College and must therefore operate as promoters rather than producers of the institution's core product of teaching.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: © eContent Management Pty Ltd. Permanent restricted access to published version due to publisher copyright policy.
Faculty / Department / School: Historic - Faculty of Education
Date Deposited: 09 Apr 2013 02:35
Last Modified: 29 Jan 2016 00:31
Uncontrolled Keywords: boarding school; Christian Brothers; Irish catholics; marketing; religion; pragmatism; promotion
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
16 Studies in Human Society > 1608 Sociology > 160809 Sociology of Education
22 Philosophy and Religious Studies > 2204 Religion and Religious Studies > 220405 Religion and Society
Socio-Economic Objective: C Society > 93 Education and Training > 9304 School/Institution > 930499 School/Institution not elsewhere classified
Identification Number or DOI: 10.5172/ijpl.2013.8.1.10
URI: http://eprints.usq.edu.au/id/eprint/23299

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