Adopting consumer time and the marketing of higher education

Gibbs, Paul (2010) Adopting consumer time and the marketing of higher education. In: The marketisation of higher education and the student as consumer. Molesworth, Mike, Scullion, Richard and Nixon, Elizabeth, eds. Routledge, London, pp. 52-63. 9780415584470.

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Abstract

Developing notion of time in higher education. [Summary of book containing this section]: 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.

Item Type: Book Section
Editors: Molesworth, Mike and Scullion, Richard and Nixon, Elizabeth
Research Areas: A. > Centre for Education Research and Scholarship (CERS)
A. > School of Health and Education
Item ID: 10962
Useful Links:
Depositing User: Paul Gibbs
Date Deposited: 28 Jun 2013 07:23
Last Modified: 13 Oct 2016 14:27
ISBN: 9780415584470
URI: https://eprints.mdx.ac.uk/id/eprint/10962

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