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Tag Archives: Education and Consumerism

Michael Neary

MARKETISATION OF HIGHER EDUCATION AND THE STUDENT AS CONSUMER

Marketisation of Higher Education and the Student as Consumer, jointly edited by Mike Molesworth, Lizzie Nixon and Richard Scullion and was published by Routledge in October 2010.

The Marketisation of Higher Education and the Student as Consumer was launched at the House of Commons on 28th October. The launch was hosted by Baroness Estelle Morris in the Thatcher Room in Portcullis House.

About the Book:

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.

About the Authors

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.

The book can be bought from:

Routledge: http://www.routledge.com/books/details/9780415584470/

Amazon UK: http://www.amazon.co.uk/Marketisation-Higher-Education-Student-Consumer/dp/0415584477/ref=sr_1_1?s=books&ie=UTF8&qid=1289775427&sr=1-1

Amazon.com: http://www.amazon.com/Marketisation-Higher-Education-Student-Consumer/dp/0415584477/ref=sr_1_1?s=books&ie=UTF8&qid=1289775597&sr=1-1

A pre-print version of a chapter in the book by Michael Neary and Andy Hagyard, Pedagogy of Excess: An alternative political economy of student life can be viewed here: http://studentasproducer.lincoln.ac.uk/files/2010/10/Pedagogy-of-Excess-preprint.pdf  

Michael Neary and Joss Winn’s chapter 10 in the book, Student as Producer: reinventing the student experience in higher education can be found at: http://eprints.lincoln.ac.uk/1675/1/Future_of_HE_-_Chapter_10.pdf

See also:

Neary, M. (2010) Student as Producer: A Pedagogy for the Avant-Garde; or, how do revolutionary teachers teach? Learning Exchange, Vol.1 No.1, online at: http://learningexchange.westminster.ac.uk/index.php/lej/article/viewFile/15/13

Student as Producer blog, is at: http://studentasproducer.lincoln.ac.uk/blog/

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Marketisation of Higher Education