The Marketisation of Higher Education and the Student as Consumer (eBook, PDF)

Redaktion: Molesworth, Mike; Nixon, Elizabeth; Scullion, Richard

• Format: PDF

Produktbeschreibung

This volume brings together internationally comparative academic perspectives, critical accounts and empirical research to fully explore the issues and experiences of education as a commodity.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 264
• Erscheinungstermin: 4. Oktober 2010
• Englisch
• ISBN-13: 9781136908460
• Artikelnr.: 42511032

Autorenporträt

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.

Inhaltsangabe

@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