Selling the dream: marketing an education

Article


Kerby, Martin. 2013. "Selling the dream: marketing an education." International Journal of Pedagogies and Learning. 8 (1), pp. 10-17. https://doi.org/10.5172/ijpl.2013.8.1.10
Article Title

Selling the dream: marketing an education

ERA Journal ID39917
Article CategoryArticle
Authors
AuthorKerby, Martin
EditorsDanaher, Patrick, O'Neill, Shirley and Son, Jeong-Bae
Journal TitleInternational Journal of Pedagogies and Learning
Journal Citation8 (1), pp. 10-17
Number of Pages8
Year2013
Place of PublicationToowoomba, Australia
ISSN1833-4105
Digital Object Identifier (DOI)https://doi.org/10.5172/ijpl.2013.8.1.10
Web Address (URL)http://jpl.e-contentmanagement.com/archives/vol/8/issue/1/marketing/
Abstract

The purpose of this paper is to investigate the manner in which a Christian Brothers boarding school, founded in 1891 as an altruistic response to the socio/economic distress of Queensland's Irish Catholics, undertakes the marketing of its educational product in a contemporary setting. St Joseph's Nudgee College has displayed a remarkable capacity for compromise, balancing from its first year of operation the philosophical heritage of Irish Catholicism with the pragmatic aim of promoting social mobility amongst a group conscious of its outsider status. It is this inheritance of compromise that has ensured that there has been no perception that marketing an education in a religious institution raises any ethical dilemmas. This is even more remarkable given the evolution of the College into one of the State's elite educational institutions, yet one still publically committed to education serving as an agent of social change. The challenge for the Development and Communications Department of the College is far more pedestrian than a clash of world views. For they operate in a milieu divorced from the traditional core business of the College and must therefore operate as promoters rather than producers of the institution's core product of teaching.

Keywordsboarding school; Christian Brothers; Irish catholics; marketing; religion; pragmatism; promotion
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
390203. Sociology of education
500405. Religion, society and culture
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Byline AffiliationsFaculty of Education
Institution of OriginUniversity of Southern Queensland
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Baguley, Margaret and Kerby, Martin. 2017. "Remembrance of things past: historical commemoration in an educational setting." Barton, Georgina and Baguley, Margaret (ed.) The Palgrave handbook of global arts education. Basingstoke, United Kingdom. Palgrave Macmillan. pp. 361-380
Creativity and collaboration in the education sector
Baguley, Margaret, Midgley, Warren and Kerby, Martin. 2013. "Creativity and collaboration in the education sector." International Journal of Pedagogies and Learning. 8 (1), pp. 53-54. https://doi.org/10.5172/ijpl.2013.8.1.53
A Shared Rhetoric: The Western Front in 1914/15 as reported by Harry Gullett and Philip Gibbs
Kerby, Martin. 2017. "A Shared Rhetoric: The Western Front in 1914/15 as reported by Harry Gullett and Philip Gibbs." Media, War and Conflict. 10 (2), pp. 208-221. https://doi.org/10.1177/1750635216664869
Interpreting the Anzac legacy: reflexive accounts of artistic practice
Kerby, Martin C., Baguley, Margaret M. and Tuppurainen-Mason, Eloise. 2016. "Interpreting the Anzac legacy: reflexive accounts of artistic practice." Australian Art Education. 37 (2), pp. 116-132.
Some corner of a foreign field
Kerby, Martin. 2016. "Some corner of a foreign field." Toy Soldier Collector. 68, pp. 56-59.
Sir Philip Gibbs and English journalism in war and peace
Kerby, Martin C.. 2016. Sir Philip Gibbs and English journalism in war and peace. London, United Kingdom. Palgrave Macmillan.
What's in a name?
Kerby, Martin. 2010. "What's in a name?" Nth Degree. 6 (August), pp. 34-35.
Give me my armour
Kerby, Martin. 2010. "Give me my armour." Nth Degree. 5 (April), pp. 34-37.
Rhodes Scholars
Kerby, Martin. 2009. "Rhodes Scholars." Nth Degree. 4 (December), pp. 32-33.
Dr... Who?
Kerby, Martin. 2009. "Dr... Who?" Nth Degree. 4 (December), pp. 30-31.
For my father - the Delahuntys
Kerby, Martin. 2009. "For my father - the Delahuntys." Nth Degree. 3 (April), pp. 32-33.
Planes, trains and automobiles
Kerby, Martin. 2009. "Planes, trains and automobiles." Nth Degree. 3 (April), pp. 28-29.
Edward Breslin
Kerby, Martin. 2009. "Edward Breslin." Nth Degree. 3 (April), pp. 26-27.
Strong in faith and war
Kerby, Martin. 2008. "Strong in faith and war." Nth Degree. 2 (December), pp. 26-27.
With the Doneleys at Dunraven
Kerby, Martin. 2008. "With the Doneleys at Dunraven." Nth Degree. 2 (December), pp. 24-25.
Ian Brusasco
Kerby, Martin. 2008. "Ian Brusasco." Nth Degree. 2 (December), pp. 10-11.
If these stones could speak
Kerby, Martin. 2008. "If these stones could speak." Nth Degree. 1 (August), pp. 16-17.
Six degrees of separation
Kerby, Martin. 2012. "Six degrees of separation." Nth Degree. 12 (December), pp. 22-23.
Into the valley of the shadow
Kerby, Martin. 2012. "Into the valley of the shadow." Nth Degree. 11 (August), pp. 22-23.
Faith and Fatherland
Kerby, Martin. 2012. "Faith and Fatherland." Nth Degree. 10 (April), pp. 24-25.
Rededication of a dream
Kerby, Martin. 2012. "Rededication of a dream." Nth Degree. 10 (April), pp. 14-15.
And I looked unto the heavens...
Kerby, Martin. 2011. "And I looked unto the heavens..." Nth Degree. 9 (December), pp. 14-15.
The vision from the heights
Kerby, Martin. 2011. "The vision from the heights." Nth Degree. 8 (August), pp. 8-11.
A king in a grass castle
Kerby, Martin. 2011. "A king in a grass castle." Nth Degree. 8 (August), pp. 6-7.
On this rock I will build my team
Kerby, Martin. 2010. "On this rock I will build my team." Nth Degree. 7 (December), pp. 10-11.
Those magnificent men
Kerby, Martin. 2010. "Those magnificent men." Nth Degree. 7 (December), pp. 2-5.
Jack Doolan - Wild Colonial Boy
Kerby, Martin. 2010. "Jack Doolan - Wild Colonial Boy." Nth Degree. 6 (August), pp. 32-33.
Shaken but not stirred
Kerby, Martin. 2015. "Shaken but not stirred." Nth Degree. 19 (April), pp. 20-21.
Brother Ryan
Kerby, Martin. 2014. "Brother Ryan." Nth Degree. 18 (December), pp. 16-17.
The forgotten knights
Kerby, Martin. 2014. "The forgotten knights." Nth Degree. 17 (August), pp. 14-15.
For King and country
Kerby, Martin. 2014. "For King and country." Nth Degree. 16 (May), pp. 16-17.
The sword in the stone
Kerby, Martin. 2013. "The sword in the stone." Nth Degree. 15 (December), pp. 16-19.
When the cheering stops
Kerby, Martin. 2013. "When the cheering stops." Nth Degree. 14 (September), pp. 16-18.
Nudgee a life: a history of St Joseph's Nudgee College
Kerby, Martin. 2014. Nudgee a life: a history of St Joseph's Nudgee College. Brisbane, Australia. St Joseph's Nudgee College.
Boys in khaki
O'Reilly, Margaret, Eldridge, Suzanne, Tuppurainen-Mason, Eloise, Kerby, Martin, Published by Dr Martin Kerby and Historical Consultant and Project Manager Dr Martin Kerby. 2015. Boys in khaki. Brisbane, Australia.
The sound and the fury: Nudgee College showcase evening, 24th October 2015 - Documentary
Kerby, M., Baguley, M. and Maddock, D.. 2015. The sound and the fury: Nudgee College showcase evening, 24th October 2015 - Documentary. Brisbane, Australia 24 - 24 Oct 2015
Remembrance of things past
Kerby, Martin. 2015. "Remembrance of things past." Nth Degree. 20 (August), pp. 16-17.
Nudgee Anzacs: a history of St Joseph's Nudgee College at War 1914 - 1918
Kerby, Martin. 2015. Nudgee Anzacs: a history of St Joseph's Nudgee College at War 1914 - 1918. Brisbane, Australia. St Joseph's Nudgee College.
'This email thing won't take off': a critique of the Australian government's digital education revolution (DER) funding on a secondary school
Kerby, Martin C., Johnston, David, Scott, Michael and O'Brien, Sean. 2015. "'This email thing won't take off': a critique of the Australian government's digital education revolution (DER) funding on a secondary school." Baguley, Margaret M., Findlay, Yvonne S. and Kerby, Martin C. (ed.) Meanings and motivation in education research. New York. Routledge. pp. 137 -147
Meanings and motivation in education research - introduction
Baguley, Margaret M., Kerby, Martin C. and Findlay, Yvonne S.. 2015. "Meanings and motivation in education research - introduction." Baguely, Margaret M., Findlay, Yvonne S. and Kerby, Martin C. (ed.) Meanings and motivation in education research. New York, United States. Routledge. pp. 1-11
We few, we happy few
Kerby, Martin. 2014. "We few, we happy few." Toy Soldier Collector. Aug/Sept (59), pp. 26-29.
Greater than the sum of its parts: the formation of a school/university research team
Baguley, Margaret, Campbell, Jeffrey, Cruickshank, Vaughan, Daunt, Julianne, Kerby, Martin, Mann, Robyn, Monk, Steve, MacDonald, Abbey, McDonald, Susie, Riordan, Toni, Santoli, Susan, Vitulli, Paige and Webster, Nicole. 2013. "Greater than the sum of its parts: the formation of a school/university research team." Midgley, Warren, Danaher, Patrick Alan and Baguley, Margaret (ed.) The role of participants in education research: ethics, epistemologies, and methods. Abingdon, OX. United Kingdom. Routledge. pp. 193-207
Of great & good men: a history of St Joseph's Nudgee College
Kerby, Martin. 2010. Of great & good men: a history of St Joseph's Nudgee College. Boondall, Australia. St Joseph's Nudgee College.
Creating capacities: teachers' perceptions of professional development and the role of the university
Baguley, Margaret and Kerby, Martin. 2012. "Creating capacities: teachers' perceptions of professional development and the role of the university." Danaher, Patrick Alan, De George-Walker, Linda, Henderson, Robyn, Matthews, Karl J., Midgley, Warren, Noble, Karen, Tyler, Mark A. and Arden, Catherine H. (ed.) Constructing capacities: building capabilities through learning and engagement. Newcastle Upon Tyne, United Kingdom. Cambridge Scholars Publishing. pp. 107-123
Bridging the gap: investigating teachers' perceptions of professional development and the role of the university
Baguley, Margaret and Kerby, Martin. 2012. "Bridging the gap: investigating teachers' perceptions of professional development and the role of the university." Wright, Jan (ed.) AARE 2011: Australian Association for Research in Education Annual Conference 2011: Researching Across Boundaries. Hobart, Australia 27 Nov - 01 Dec 2011 Melbourne, Australia.
A snapshot view of how senior visual arts students encounter and engage with technology in their arts practice
Kerby, Martin and Baguley, Margaret. 2010. "A snapshot view of how senior visual arts students encounter and engage with technology in their arts practice." Pullen, Darren Lee, Gitsaki, Christina and Baguley, Margaret (ed.) Technoliteracy, discourse, and social practice: frameworks and applications in the digital age. Hershey, PA, United States. IGI Global. pp. 129-142
Pragmatism and philosophy: enriching students' lives through a critical investigation of spatial literacy in shared spaces
Baguley, Margaret, Riordan, Toni and Kerby, Martin. 2010. "Pragmatism and philosophy: enriching students' lives through a critical investigation of spatial literacy in shared spaces." Pullen, Darren L. and Cole, David R. (ed.) Multiliteracies and technology enhanced education: social practice and the global classroom. Hershey, PA, United States. IGI Global. pp. 100-114
Declaring independence: the enduring impact of Judy Chicago's installation artwork 'The Dinner Party' and Kay Lawrence's 'Parliament House Embroidery'
Baguley, Margaret and Kerby, Martin. 2010. "Declaring independence: the enduring impact of Judy Chicago's installation artwork 'The Dinner Party' and Kay Lawrence's 'Parliament House Embroidery'." The International Journal of the Arts in Society. 5 (4), pp. 253-263.
The importance of being earnest: an inquiry into the complex role of a school-based museum curator
Kerby, Martin and Baguley, Margaret Mary. 2010. "The importance of being earnest: an inquiry into the complex role of a school-based museum curator." International Journal of the Inclusive Museum. 2 (4), pp. 29-39.