Inside Higher Ed has a super interesting, in-depth article
discussing Penn State's aggressive marketing campaign which tries to remake the school's image as "chic." They did a large spread in a fashion/style magazine; they cut a deal with MTV on a TV show, and they've been advertising on television.
The comments ont he article are very bipolar; some folks (including alumni) think this is great, whicle others bemoan the superficiality of the marketing campaign. It's certainly producing results, though, as Penn State's applications are up this year.
Competition for students has become quite intense among the top-tier universities, and I wonder if all of the schools will feel the need to follow suit in this style-savvy and media-savvy environment today.
But where do you draw the line? What is appropriate for marketing a university?