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The Marketisation of Higher Education and the Student as Consumer [Paperback]

Mike Molesworth , Richard Scullion , Elizabeth Nixon
5.0 out of 5 stars  See all reviews (1 customer review)
Price: 28.99 & FREE Delivery in the UK. Details
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Book Description

28 Sep 2010 0415584477 978-0415584470

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.


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Product details

  • Paperback: 264 pages
  • Publisher: Routledge (28 Sep 2010)
  • Language: English
  • ISBN-10: 0415584477
  • ISBN-13: 978-0415584470
  • Product Dimensions: 22.9 x 15.5 x 1.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 397,773 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

About the Author

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.


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2 of 2 people found the following review helpful
5.0 out of 5 stars RE: Higher education direction of travel 6 Nov 2011
Format:Paperback
If you have an interest in some of the big issues facing universities in the UK today, but more importantly tomorrow, this is as good as any place to start. This publication is made up of a collection of articles, each presenting a well-researched and accessible piece on the state of higher education. The book places these developments in a historical context with references made to key international developments elsewhere. This book is recommended to academics, policy-makers, students and parents.
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