Description
Book SynopsisUntil 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,
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
