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.

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• @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

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.

Select Guide Rating

• @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