The authors argue, "British higher education is being transformed by marketisation that has accompanied its expansion.... learners and the institutions they attend look only to satisfy a consumer culture." Hard to argue when you read stuff like this: "In September 2007 a full colour booklet is sent to all staff... 'Higher Education is changing - and so must we'. It goes on to warn that 'Competition is increasing'; 'students are becoming more demanding'; and that: 'we need to communicate in a consistent and engaging way'. It presents a new corporate logo, positioning statement and institutional 'core values'. It concludes that 'it is up to all of us to deliver on the brand' and to 'bring the brand to life in everything we do'." Via Joe Flinthan, who responds here.
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