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Attributes Used to Promote Adult Continuing Education Degree Programs in a Metropolitan Newspaper
Journal article   Peer reviewed

Attributes Used to Promote Adult Continuing Education Degree Programs in a Metropolitan Newspaper

Ann M. Solan and Stephen F. Gambescia
The Journal of continuing higher education, v 58(2)
01 Jan 2010
DOI: https://doi.org/10.1080/07377361003785322
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Education & Educational Research Social Sciences
Commentators in the profession are asking why adult continuing education students seem preoccupied over getting "a good grade" and "finishing school quickly" rather than pausing to consider how the teaching/learning process helps their personal growth and valuing learning for learning's sake. The purpose of this study was to identify, categorize, and analyze attributes used in print advertisements to promote adult continuing education degree programs. We identified the range of attributes used by four-year universities and colleges in their print advertising during a nine-year period, thereby determining a typology of attributes and accounting for the number of times each attribute appeared. The study shows that expediency, flexibility, and convenience are by far the most prominent features attributes used to market adult continuing education degree programs, far outdistancing personal growth and professional development benefits attributes and developing an affinity for learning for learning's sake. Implications for practice are provided.

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UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#4 Quality Education

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Web of Science research areas
Education & Educational Research
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