Grades are important to students because they’re what allow them to market themselves to grad schools and businesses where the students’ futures lie. Students will attend colleges that offer them the best chance at achieving their goals for the future, but allow them to “enjoy themselves” while they do so. That’s why colleges and universities the world over are now engaging in marketing schemes to attract these marketable students. As Edmundson writes in “On the Uses of a Liberal Education”, colleges don’t have admissions offices anymore, they have marketing departments (437). It seems like a vicious cycle, colleges marketing to students so students can market themselves. As a result, teachers are beginning to educate students in such a way that they will be happy consumers, so students and their parents will continue to hand over their thousands per year and not transfer to another school. Therefore, university culture is changing.
Institutions focus less on educating students and more on offering them entertainment and diversion from their seemingly difficult course study. Campus tours focus less on the achievements of alumni and faculty and more on how far away Dunkin’ Donuts is from the dorm rooms. Educating students is now becoming second best to appealing them with flashy facilities and fancy classrooms. At Bentley, it is heralded that 99% of graduates are guaranteed employment after graduation. A grade transcript is most certainly related to a business’ desire to employ the student. It is therefore interesting to wonder: does grade inflation occur at Bentley College, or are students who attend the institution simply the best and brightest of today?
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