The Marketisation of Higher Education and the Student as Consumer
Until recently government policy in the UK has encouraged an expansion of Higher Education to increase participation and with an express aim of creating a more educated workforce. This expansion has led to competition between Higher Education institutions, with students increasingly positioned as consumers and institutions working to improve the extent to which they meet ‘consumer demands’.
Especially given the latest government funding cuts, the most prevalent outlook in Higher Education today is one of business, forcing institutions to reassess the way they are managed and promoted to ensure maximum efficiency, sales and ‘profits’. Students view the opportunity to gain a degree as a right, and a service which they have paid for, demanding a greater choice and a return on their investment. Changes in higher education have been rapid, and there has been little critical research into the implications. This volume brings together internationally comparative academic perspectives, critical accounts and empirical research to explore fully the issues and experiences of education as a commodity, examining:
- the international and financial context of marketisation
- the new purposes of universities
- the implications of university branding and promotion
- league tables and student surveys vs. quality of education
- the higher education market and distance learning
- students as ‘active consumers’ in the co-creation of value
- changing student experiences, demands and focus.
With contributions from many of the leading names involved in Higher Education including Ron Barnett, Frank Furedi, Lewis Elton, Roger Brown and also Laurie Taylor in his journalistic guise as an academic at the University of Poppleton, this book will be essential reading for many.
Table of Contents
@contents: 1. Introduction to the Marketisation of Higher Education and the Student as Consumer Section I: Marketisation of Higher Education in Context 2. The March of the Market 3. Markets, Government, Funding and the Marketisation of UK Higher Education 4. The Marketised University: Defending the Indefensible 5. Adopting Consumer Time and the Marketing of Higher Education 6. Complexity Theory Section II: The Marketised Higher Education Institution 7. Vision, Values and International Excellence 8. From Accrington Stanley to Academia? 9. Branding a University 10. Access Agreements, Widening Participation and Market Positionality 11. ‘This place is not at all what I had expected’: Student Demand for Authentic Irish Experiences in Irish Studies Programmes 12. The Student as Consumer Section III: Students, Consumers and Citizens 13. The Consumer Metaphor Versus the Citizen Metaphor 14. Constructing Consumption 15. 'A degree will make all your dreams come true': Higher Education as the Management of Consumer Desires 16. How Choice in Higher Education can Create Conservative Learners 17. Pedagogy of Excess 18. Arguments, Responsibility and What is to be Done About Marketisation 19. A Concluding Message from the Vice-Chancellor of Poppleton University
Mike Molesworth is Senior Lecturer in Online Marketing and Consumer Behaviour at the Media School, Bournemouth University, UK.
Richard Scullion is Senior Lecturer in Marketing Communications and Political Communications at the Media School, Bournemouth University, UK.
Elizabeth Nixon is Lecturer in Marketing Communications at the Media School, Bournemouth University, UK.