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US universities are turning to direct advertising to tackle a projected decline in the supply of students by 2009. They have embarked on a new wave of marketing. And the initiative is no longer restricted to universities that might have enrolment problems, but is being extended to institutions that once abhorred the idea of self promotion. According to The Times Higher Education Supplement (THES), Bostons Northeastern University pioneered this trend. Now academe as a whole is getting in on the act, with national advertising planned by the American Council on education on behalf of its 1,800 member colleges and universities. Marketing entails changes in the structure of universities, their campuses and curriculums, based on what best serves a target audience of prospective students. In fact, in Northeasterns case advertising has worked. It faced a decline in enrolments for several years but its marketing campaign helped boost undergraduate enrolment to 14,492, up from 10,747 a decade before.
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