Recapturing ‘Marketing’ from the ‘Marketisation’ of Higher Education Discourse

Abstract

Both ‘marketing’ and ‘marketisation’ are features of the UK Higher Education (HE) sector. Whilst there is a close and often symbiotic relationship between marketisation and marketing, they represent distinctive aspects of the HE managerial discourse. Nevertheless, they have become part of an indivisible vocabulary that habitually misunderstands these distinctive concepts. The aim of this paper is to recapture marketing from the marketisation discourse and demonstrate its contribution as a valid ideological perspective in HE.

Keywords: marketing, marketization, higher education, transactional marketing, relational marketing