Introduction to the marketisation of higher education and the student as consumer

The Marketisation of Higher Education and the Student as Consumer;

In recent years government policy in the UK has encouraged an expansion of Higher Education to increase participation with the express aim of creating a more educated workforce, capable of competing in international 'knowledge-based' economies. This expansion has led to competition between Higher Education Institutions, where students are increasingly positioned as consumers and institutions are working to improve the extent to which they meet 'consumer demands'. A business mind-set is now in charge in UK Higher Education, 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 level of accountability, and cost-effective approaches. 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 fully explore the issues and experiences of education as a commodity, examining: The new purpose of university 'mission statements'; The implications of University branding and promotion; Students as 'active consumers' in the co-creation of value; League tables and student surveys vs. quality of education; The higher education market and distance learning; and, Changing student demands and focus. With contributions from many of the leading names involved in UK Higher Education including Ron Barnett, Frank Furedi, Lewis Elton, Roger Brown and even Laurie Taylor in his journalistic Times Higher guise as an academic at the University of Poppleton, this book will be essential reading for all involved in higher education. "The Marketisation of Higher Education" offers a groundbreaking insight into the effects of government policy on the structure and operation of universities.