A university’s ‘international’ brand must be more than just spin to attract the best academics
September 18, 2012
Universities are constantly bombarding us with their ‘global’, ‘international’ and ‘worldwide’ credentials. You can barely visit a website or pick up a prospectus without reading about their global reach, world changing activity or international impact. These assertions have become every much a part of their brand as academic excellence, outstanding research reputation and an exceptional …
Why we need to recapture ‘marketing’ from the ‘marketisation’ of higher education debate
June 14, 2012
Critics of marketing in higher education (HE) argue that a fundamental and inexorable conflict exists between the intrinsic purposes and values of education and what has been described as an increasing shift towards ‘marketisation’ or ‘corporatisation’ i.e. treating HE as a commodity open to market forces with students as its primary customers. Some have asserted …
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