The organization’s “tone”, then, mirrors the subject matter of the education. This is an important quality; one that higher education tends to ignore. We need to remember that adult students select educational organizations and programs in order to get closer to certain types of work environments (people, culture, locations). They are not selecting the educational provider as much as they are selecting the social world to which the educational provider can connect them. It follows, then, that an educational provider that can offer the greatest access to that social world to which the student aspires, will be relatively valuable in the eyes of the students.
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