A.
What is my definition of cool? Well, that is hard to answer because trying to define cool is sort of "uncool" in itself. Basically, being "cool" has been perceived by many as staying calm, collected, someone who has beliefs rooted in the counterculture. These people usually differ from those in the mainstream - and can be arrogantly self-aware. I guess my definition of cool is similar in these respects - someone who is not part of mainstream culture, but I don't like to include a superficialness as part of being cool. To me, being fake is the anti-cool. One must be themselves and have a presence that is recognized by all around them. To answer the question on if there are any better terms to accompany or replace "cool", I'm not really sure there are. Cool is such a ubiquitious term - a term with a much longer life than its counterparts, especially among teenagers. There have been temporary replacements for cool, in fact too many to list.
B.
Cool hunters could probably be used to market IU in respect to particular schools of the University, mainly Informatics and Kelley School of Business. Both of these schools are either experiencing rapid growth in enrollment or funding, as well as having premiere programs in the nation. Marketing these schools heavily in a global manner should attract even more students, continuing the level of success they are already achieving. Also, cool hunters could be used to appeal to students who are not as serious about their studies, but are basically in school to keep their parents happy or to just spend their money. While this is not advancing IU in any way (in fact these are the type of students that are hurting IU) the university could at least get some funding out of it. To appeal to these students, cool hunters could push the extracurriculars around campus, the achievements and national success of the sports programs, and the partying-nature of the student body. While the university is trying to ditch this image, I don't see it happening anytime soon. Also, Bloomington itself is a pretty progressive, and dare I say "hip" place to live, in certain parts. This is appealing to others interested in schooling here as well, and could play a part in the attraction of the university. All of these traits of IU and Bloomington being pushed by cool hunters would apply to alumni as they do to prospective students. Many alums would like to see their alma mater flourish and even give back to the place that fostered their growth for the years they were here. Cool hunters could make IU even more appealing to alumni by letting them know how all the new changes and advances made since their departure could affect their college-aged children, if they do in fact, have kids.