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Giving Metaphors a Second Look: Teaching as Selling

For Those Who Teach

Giving Metaphors a Second Look: Teaching as Selling

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Few metaphors have generated more objections than equating students to customers and education to a product. It faces challenges on multiple fronts. Tuition dollars do not buy grades or a degree. Education does not come with a money-back guarantee, and the customer is not always right. Among faculty, the continued commercializing of education meets strong opposition and no small amount of emotion.

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