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

The Marketisation of Higher Education and the Student as Consumer

EditorMike Molesworth, Richard Scullion, Elizabeth Nixon

Paperback | November 11, 2010

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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.

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 S...
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Title:The Marketisation of Higher Education and the Student as ConsumerFormat:PaperbackDimensions:264 pages, 9.21 × 6.14 × 0.68 inPublished:November 11, 2010Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415584477

ISBN - 13:9780415584470

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Table of Contents

1. Introduction to the Marketisation of Higher Education and the Student as ConsumerFrank Furedi Section I: Marketisation of Higher Education in Context 2. The March of the MarketRoger Brown 3. Markets, Government, Funding and the Marketisation of UK Higher EducationNick Foskett 4. The Marketised University: Defending the IndefensibleRonald Barnett  5. Adopting Consumer Time and the Marketing of Higher EducationPaul Gibbs 6. Complexity TheoryLewis Elton  Section II: The Marketised Higher Education Institution 7. Vision, Values and International ExcellenceHelen Sauntson and Liz Morrish 8. From Accrington Stanley to Academia? Stella Jones-Devitt and Catherine Samiei9. Branding a UniversityChris Chapleo 10. Access Agreements, Widening Participation and Market PositionalityColin McCaig 11. 'This place is not at all what I had expected': Student Demand for Authentic Irish Experiences in Irish Studies ProgrammesKatherine Nielsen 12. The Student as ConsumerFelix Maringe Section III: Students, Consumers and Citizens 13. The Consumer Metaphor Versus the Citizen MetaphorJohan Nordensv' 14. Constructing ConsumptionJoanna Williams 15. 'A degree will make all your dreams come true': Higher Education as the Management of Consumer DesiresHelen Haywood, Rebecca Jenkins and Mike Molesworth 16. How Choice in Higher Education can Create Conservative LearnersLizzie Nixon, Richard Scullion and Mike Molesworth 17. Pedagogy of ExcessMike Neary and Andy Hagyard 18. Arguments, Responsibility and What is to be Done About MarketisationRichard Scullion, Mike Molesworth and Lizzie Nixon19. A Concluding Message from the Vice-Chancellor of Poppleton UniversityLaurie Taylor