The “M” Word

Some colleges and universities now spend more on marketing than on financial aid.

They’re hiring marketing professionals who have worked at Fortune 500 companies and using digital marketing tools to follow you around the internet. They know how much time you spend on a website, when you save something for later, and what other sites you visit.

A growing number also sneakily collect your personal information so they can target you for recruitment by touting their graduates’ high paying jobs or connections within competitive industries. Some less scrupulous schools have been warned by the Federal Trade Commission to stop exaggerating their claims about the kinds of jobs their graduates get, and how much they earn.

Kirk and Jon reveal the increasingly sophisticated ways that colleges and universities try to get your attention — and offer up tips for consumers trying to navigate a sea of slogans.

They’ll tell you what consumer advocates say about how to resist the slickly crafted tugs on your emotions that can get you to open your wallet.

“College Uncovered” is made possible by Lumina Foundation.

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Credits:

Hosts: Kirk Carapezza & Jon Marcus

Supervising Editor: Megan Woolhouse

Editor: Jeff Keating

Executive Producer: Ellen London

Mixing and Sound Design: David Goodman & Gary Mott

Theme Song and original music: Left-Roman

Artwork: Matt Welch

Project Manager: Meiqian He

Consulting Producer and Head of GBH Podcasts: Devin Maverick Robins

"College Uncovered" is a production of GBH News and The Hechinger Report.