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The Marketisation of Higher Education and the Student as Consumer - Mike Molesworth

The Marketisation of Higher Education and the Student as Consumer

By: Mike Molesworth (Editor), Dr. Richard Scullion (Editor), Elizabeth Nixon (Editor)

Paperback Published: 30th September 2010
ISBN: 9780415584470
Number Of Pages: 248

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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.

List of illustrationsp. viii
Notes on contributorsp. ix
Acknowledgementsp. xiv
Introduction to the marketisation of higher education and the student as consumerp. 1
Marketisation of higher education in contextp. 9
The march of the marketp. 11
Markets, government, funding and the marketisation of UK higher educationp. 25
The marketised university: defending the indefensiblep. 39
Adopting consumer time and the marketing of higher educationp. 52
Complexity theory - an approach to assessment that can enhance learning and transform university managementp. 64
The marketised higher education institutionp. 71
Vision, values and international excellence: the 'products' that university mission statements sell to studentsp. 73
From Accrington Stanley to academia? The use of league tables and student surveys to determine 'quality' in higher educationp. 86
Branding a university: adding real value or smoke and mirrors?p. 101
Access agreements, widening participation and market positionality: enabling student choice?p. 115
'This place is not at all what I had expected': student demand for authentic Irish experiences in Irish Studies programmesp. 129
The student as consumer: affordances and constraints in a transforming higher education environmentp. 142
Students, consumers and citizensp. 155
The consumer metaphor versus the citizen metaphor: different sets of roles for studentsp. 157
Constructing consumption: what media representations reveal about today's studentsp. 170
A degree will make all your dreams come true: higher education as the management of consumer desiresp. 183
How choice in higher education can create conservative learnersp. 196
Pedagogy of excess: an alternative political economy of student lifep. 209
Conclusionp. 225
Arguments, responsibility and what is to be done about marketisationp. 227
A concluding message from the Vice-Chancellor of Poppleton Universityp. 237
Indexp. 240
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780415584470
ISBN-10: 0415584477
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 248
Published: 30th September 2010
Country of Publication: GB
Dimensions (cm): 22.86 x 15.49  x 1.52
Weight (kg): 0.41
Edition Number: 1