MACMILLAN The Marketisation of Higher Education: Concepts, Cases, and Criticisms (Marketing and Communication in Higher Education)

This edited volume explores the nature, scope, and consequences of the marketisation of higher education. Chapters identify different practices which reflect the marketisation of higher education, and offer various perspectives on the policies and procedures which stimulate and regulate it. The volume takes a holistic approach, following the notion that the marketisation of higher education both drives and is driven by the universities which form the higher education market. Review “This deftly curated anthology traces the impact of market forces on higher education in the context of globalization, examining the ways in which universities have adopted concepts such as competitive advantage, branding, and customer satisfaction. It addresses broad trends, richly detailed cases from advanced and emerging economies, and critical perspectives on the future of the university and its role in society. It will be of great interest to scholars, students, practitioners, and others concerned about the fate of higher education.”―Joan Lofgren, Director of the Bachelor’s Program in International Business, School of Business, Aalto University, Finland From the Back Cover This edited volume explores the nature, scope, and consequences of the marketisation of higher education. Chapters identify different practices which reflect the marketisation of higher education, and offer various perspectives on the policies and procedures which stimulate and regulate it. The volume takes a holistic approach, following the notion that the marketisation of higher education both drives and is driven by the universities which form the higher education market. About the Author John D. Branch is Professor at the Ross School of Business at the University of Michigan, Ann Arbor, USA. Bryan Christiansen is President of Global Research Society LLC in Colorado Springs, USA.