Marketing-isation of higher education

Gibbs, Paul ORCID: https://orcid.org/0000-0002-9773-3977 (2008) Marketing-isation of higher education. [Doctorate by Public Works]

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Abstract

The Doctorate award of Professional Studies offers me the chance to reflect upon a sustained output of personal academic, personal and professional activities which I believe have had an impact in each of those spheres. To assist in the interpretation of my narrative presented in these pages I will consider each of these spheres in turn. My personal journey, its explicit driving and implicit reflective themes will be contained in Section I of this paper. In the second part I discuss the consequences of my work for my community of practice which is, for the purpose of this submission, the academic community of both scholars and administrators. I have addressed my ideas, concerns and challenges in academic writing, other academic discourses and through my professional bodies, The Academy of Marketing, the Chartered Institute of Marketing and to a lesser extent the Philosophy of Education Society of Great Britain. In the third section I attempt a Gadmerian hermeneutic interpretation of my submitted work to seek an understanding of what it has achieved and to critique its output.
In what follows I aim to show that my contribution to higher education is through a critical engagement with the market for, and the use of marketing techne has been significant and warrants the award of a DProf by public works. My claim is based on internationally reviewed and published articles that form Appendix 1, a jointly authored book published by Routledge and the creation of the Academy of Marketing’s Marketing of Higher Education Group followed by its Chairmanship (details in Appendix 2). Within this supporting claim I will outline my approach and my activities in search of a new perspective in marketing higher education, the activities undertaken to achieve this goal both at a national and international level and the culmination of these efforts in the first European Conference on Higher Education Marketing undertaken in January 2006 (Appendix 3).

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