Roger Pizarro Milian

Alternative pathways to legitimacy: promotional practices in the Ontario for-profit college sector

ABSTRACT This study empirically examines how for-profit career colleges in Ontario, Canada market themselves to prospective students. It uses a mixed-methods approach to review the content of 489 online promotional profiles representing 375 unique for-profit colleges. It finds that for-profit colleges adopt several distinct marketing strategies, including (1) emphasizing their expedient provision of modern, practical skills and (2) the convenience afforded by the location of their campuses. We interpret these findings through the lens of the new institutionalist theoretical perspective, highlighting how these organizations draw upon alternative strategies to legitimate their chosen forms.

Modern Campuses, Local Connections and Unconventional Symbols: Promotional Practises in the Canadian Community College Sector

Canadian community colleges operate within a trying market environment. They compete against a diversified group of post-secondary institutions, ranging from small and relatively unknown for-profit vocational colleges to larger and more prestigious public universities. To date, there has been no effort to empirically examine how Canadian community colleges market their services within this contemporary environment. This study provides a first empirical look at how Canadian community colleges render themselves appealing through promotional materials. Using novel web-scraping techniques and a combination of quantitative and qualitative content analysis procedures, it finds that this institutional type primarily showcases their: (1) linkages to their local community, and (2) modern physical facilities to convey an attractive organizational image. Canadian community colleges are also found to (3) rely primarily on unconventional organizational symbols.Canadian community colleges operate within a trying market environment. They compete against a diversified group of post-secondary institutions, ranging from small and relatively unknown for-profit vocational colleges to larger and more prestigious public universities. To date, there has been no effort to empirically examine how Canadian community colleges market their services within this contemporary environment. This study provides a first empirical look at how Canadian community colleges render themselves appealing through promotional materials. Using novel web-scraping techniques and a combination of quantitative and qualitative content analysis procedures, it finds that this institutional type primarily showcases their: (1) linkages to their local community, and (2) modern physical facilities to convey an attractive organizational image. Canadian community colleges are also found to (3) rely primarily on unconventional organizational symbols.

Symbolic Resources and Marketing Strategies in Ontario Higher Education: A Comparative Analysis.

Abstract Existing research on marketing within PSE tends to focus on homogeneous groups of high-status organisations. This study ameliorates this gap in the literature, conducting a comparative analysis of promotional materials produced by public universities and community colleges in Ontario, Canada. We find that these two groups draw on unique strategies to communicate their quality to external constituents. Public universities emphasise faculty and institutional-level accomplishments, such as research grants and rankings. Meanwhile, community colleges, lacking access to these symbolic resources, employ corporate-like strategies, such as taglines and non-traditional logos.

Crafting Legitimate Identities: Promotional Strategies in the Ontario Non-Elite Private School Sector

Conventional wisdom within the sociology of education and organizations posits that schools achieve legitimacy by conforming to institutionalized norms and mimicking the actions of successful peers. Recent work on non-elite private schools (NEPS) shows that this institutional type may serve as an exception to this logic, generally adopting what can be perceived as illegitimate forms and practices. We conduct a mixed-methods analysis of the promotional profiles of 204 NEPS located within Ontario, Canada. We ask: How does this unorthodox organizational population carve a space for itself within a fiercely competitive and centuries-old market? Our findings illustrate that these schools engage in niche-seeking behavior, specifically catering to changing parental preferences for a caring consumer ethos with more holistic forms of child development. More broadly, they employ rhetorical strategies (e.g., fostering confidence and global-mindedness) that render their efficiency beyond the scope of verification by potential consumers. We interpret these empirical findings through the lens of contemporary theorizing within organizational sociology.

Forging appealing identities in complex environments: a case study of American law schools

Competition has intensified substantially within the American law school sector in recent decades. Scholars note that this has augmented pressures to engage in institutional self-promotion, as law schools attempt to distinguish themselves within a severely over-crowded marketplace. To date, however, few have ventured to empirically examine the promotional behavior of law schools. This study takes a first step towards correcting this oversight within the existing literature, by analyzing the web page content of 204 law schools approved by the American Bar Association. It finds that these actors engage in varied promotional techniques that align with the interests of several distinct stakeholders within their environments. These trends are conceptualized through the lens of contemporary theorizing within the field of organization studies.Competition has intensified substantially within the American law school sector in recent decades. Scholars note that this has augmented pressures to engage in institutional self-promotion, as law schools attempt to distinguish themselves within a severely over-crowded marketplace. To date, however, few have ventured to empirically examine the promotional behavior of law schools. This study takes a first step towards correcting this oversight within the existing literature, by analyzing the web page content of 204 law schools approved by the American Bar Association. It finds that these actors engage in varied promotional techniques that align with the interests of several distinct stakeholders within their environments. These trends are conceptualized through the lens of contemporary theorizing within the field of organization studies.

Do university rankings matter? A qualitative exploration of institutional selection at three southern Ontario universities

Abstract Concern with university rankings have become widespread throughout post-secondary education (PSE), fuelled in part by administrative concerns that demotions down the rank ladder will produce negative institutional outcomes. There is reason to believe, however, that ranking ‘effects’ may be partially muted in Canadian PSE due to the (1) national system’s flatter hierarchical structure and (2) the generally inconsistent findings produced by domestic research on rankings. Through this study, we provide a qualitative analysis of how rankings shaped the institutional selection processes of 90 undergraduate students across three universities in southern Ontario, Canada. Our data indicate that these students rarely consulted ranking publications, relying instead on reputational information available through their informal networks (e.g. peers, family). We theorise that the unique structural characteristics of Canadian PSE minimise the influence of rankings within this jurisdiction, and discuss the practical implications of this finding for both scholars and administrators.