Recapturing ‘Marketing’ from the ‘Marketisation’ of Higher Education Discourse
19 Pages Posted: 23 Aug 2014
Date Written: August 22, 2014
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
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