The marketisation of education in England began in the 1980s. It was facilitated by national testing (which gave objective and comparable information to parents), and by the New Public Management (which introduced a posteriori funding and competition among providers). Now a new complementary phase of marketisation is being introduced: personalisation, whose intellectual provenance is in marketing theory. Conceptually, personalisation is imprecise; practically, at this stage, its intended effects within schools may amount to no more than a new legitimatory rhetoric (...) which leaves pedagogy and the curriculum little changed. (shrink)

In 2013 this journal published the paper ‘Integrity in Higher Education Marketing: A typology of misleading data-based claims in the university prospectus.’ It argued that UK universities were using data and statistics in a misleading way in their advertising and proposed a nine-part typology to describe such claims. The present paper describes the subsequent responses in national media and academic writing. It then analyses recent developments in the regulation of university marketing in the UK, where the Advertising Standards Authority (...) has publically rebuked universities and issued new guidance. Rulings against six UK universities are analysed and the paper considers the extent to which the new guidance addresses the nine types of misleading claims. The paper goes on to consider how issues such as this come to be addressed by regulators and what incentives will encourage universities to ensure the integrity of their marketing. (shrink)

The objective of this research was to determine the relationship between educational marketing and student satisfaction in Higher Education Institutions in the Tacna region, in order to analyse the characteristics that are related to the study variables. The methodology was carried out under a quantitative approach, with a correlational and transversal research design; sample was composed of 249 students. Pearson's statistical test was applied, showing that the educational marketing variable is significantly related to student satisfaction in higher education (...) institutions. Finally, it was demonstrated that the students evidenced effective characteristics of their respective institutions that differentiate them from others. (shrink)

Neoliberalism, an ideology with an emphasis on competition and marketization of things, has increasingly infiltrated many socio-economic sectors, including education in general and early childhood...

Debating Education puts two leading scholars in conversation with each other on the subject of education-specifically, what role, if any, markets should play in policy reform. The authors focus on the nature, function, and legitimate scope of voluntary exchange as a form of social relation, and how education raises concerns that are not at issue when it comes to trading relationships between consenting adults.

This chapter contains sections titled: Introduction I II.

A central aim of education has to do with the promotion of the pupil's and other people's well-being. Recent work by John O'Neill locates the strongest justification of the market in an individualistic preference-satisfaction notion of well-being. His own preference for an objective theory of well-being allows us to make a clear separation of educational values from those of the market. Problems in O'Neill's account suggest a third notion of well-being which better supports the separation mentioned.

Analyses of market-based reforms of state schooling have occasionally acknowledged positional elements in parental demand, but none has fully examined their nature and implications. Contrary to the normal predictions of orthodox economic analysis, competition in positional markets can result in inefficient outcomes. Predominantly relying upon recent British experience, we examine the extent to which compulsory schooling can be viewed as a positional good and explore its implications for policy. In particular, we consider whether policies targeting increases in parental choice (...) assist a rise in the overall level of educational attainment. (shrink)

Education is about human flourishing and explores meaning, purpose and values. As a holistic and integral practice for developing sustained attention and concentration, education is profoundly antithetical to the market and it is not a technological domain. The combination of markets and technology in the pursuit of efficiency destroys the potential of education to help societies nurture well-being. This book dives deeply into the overlapping crises of education today. The author draws on decades of experience (...) and many disciplines to celebrate the spirit of education and to frame it as a gift. (shrink)

This paper critically evaluates the effect of introducing markets into the institutional system of education and promotes the claim of a learning democracy to underpin a richer conception for developing the powers and capacities of all citizens.

This paper examines what can be learnt from analysing attempts to give lay people more involvement in the administration of state schools. Although devolving more responsibility to schools and lay governors has been an important feature of school reform in several countries, it is not immediately apparent if this shift is the product of globally similar social and political forces or nationally specific cultural, ideological and economic factors. In considering this issue, the paper describes recent changes in school governance in (...) England, New Zealand, USA, Scotland and Catalunya, Spain. It is argued that some of these changes can best be characterised as attempts to increase the democratic participation of citizens in the running of schools. Other changes, however, seem rather to represent on attempt to bring the culture of business to schools and reduce the power of professional educators over education. (shrink)

ABSTRACT This paper analyses the underlying conflicts between the principles of education and the market. After identifying an international movement towards justifying excellence in education in terms of a goal external to education, namely “to compete effectively in the international marketplace”, the paper shows that: (i) this justification of education has been increasingly presupposed or prescribed by corporate, government and educational leaderships, and (ii) education as a social institution has been correspondingly subordinated to international market (...) goals, including the language and self-conceptualization of educators themselves. The argument of the paper demonstrates that there are fundamental contradictions between the market and education models in terms of (1) Goals, (2) Motivations, (3) Methods and (4) Standards of Excellence. Counter-arguments to this analysis are presented, and replies are given. The article concludes that the long-term development of education and of civilization itself requires the autonomy of education from market command. (shrink)

This paper has arisen from a concern that much recent policy-related research on markets displays misogynistic tendencies. In both the media and academic accounts it would appear as though the blame for social and educational inequalities can now be laid at the door of women - particularly middle-class mothers. Through examining competing perspectives on how we might understand this attribution of blame, this paper argues that their guilt is best explained not through changes in behaviour but through the conjuncture (...) of shifts in education policy and related research. These shifts have turned the attention of research away from the public domain of the state and the organisational and cultural attributes of schools to focus on the private domain of domestic decision-making. But the representations of these public and private domains are underpinned by unexamined gendered and ideological subtexts which have limited our powers of description and explanation. The paper concludes by suggesting strategies through which we might both address the tacit misogyny in research on markets and develop more sophisticated accounts of contemporary changes. (shrink)

This paper analyses the underlying conflicts between the principles of education and the market. After identifying an international movement towards justifying excellence in education in terms of a goal external to education, namely “to compete effectively in the international marketplace”, the paper shows that: (i) this justification of education has been increasingly presupposed or prescribed by corporate, government and educational leaderships, and (ii) education as a social institution has been correspondingly subordinated to international market goals, (...) including the language and self-conceptualization of educators themselves. The argument of the paper demonstrates that there are fundamental contradictions between the market and education models in terms of (1) Goals, (2) Motivations, (3) Methods and (4) Standards of Excellence. Counter-arguments to this analysis are presented, and replies are given. The article concludes that the long-term development of education and of civilization itself requires the autonomy of education from market command. (shrink)

This paper, which offers a positive assessment of the role of markets in education, is a 'reply' to an earlier contribution to the Journal in which Stewart Ranson argues that markets are intrinsically flawed as a vehicle for improving educational opportunities. The 'reply', among other things, argues that Ranson fails to address the shortcomings of education under democratic control and ignores the educational benefits of authentic markets.

This study responds to suggestions that business-school faculty are promoting distorted views of human nature and out-dated notions of ethics. Specifically, the paper examines in-depth interviews with a sample of 15 faculty centrally-positioned within the field’s symbolic market, namely, academics who completed their Ph.D. programs in the same institutional space as the editors of five top accounting journals. The paper finds that ethics are for the most part important to these individuals, but that the field’s general adherence to the neoclassical (...) economic model creates pressures that militate against a deeper concern for and more adequate treatment of the topic. (shrink)

Introduction During the past ten years or so, there seems to have been a constant supply of statements, policies and arguments that assert or purport to ...

The Marketing of Education has become epidemic. Business practices and principles now commonly suffuse the approach and administration of Higher Education in an attempt to make schools both more competitive and “branded.” This seems to be progressing without reference to the significant ethical challenges as well as the growing costs to society, students, and educators in pursuing a model with such inherent conflicts. The increased focus on narrowly defined degrees targeted to specific job requirements rather than the focus (...) on raising the level of students’ ability to engage in more abstract and critical thinking is accelerating. The impact on student world views and the lack of engagement with meaningful and challenging discourse has severely impaired their ability to become both engaged and reflective. This model has also impacted faculty morale as concern with lack of academic rigor continues to grow. An ethical crisis has emerged within education internationally and intervention is urgently needed. (shrink)

The purpose of this paper is to consider, in principle and at the most general level, a particular possible approach to educational policy‐making. This approach involves an education‐specific application of the notion of hypothetical markets first developed in Ronald Dworkin's book Sovereign Virtue: The theory and practice of equality . The paper distinguishes the concept of the market from the operation of any actual market, and from the operation of ‘market forces’ in any generalised sense. It continues by (...) arguing that hypothetical markets of the kind identified by Dworkin are not only distinct, in both their nature and purpose, from actual markets operating in education, but also—in the face of continuing widespread debate about the value, at particular times and places, of such actual markets—a potentially valuable theoretical tool for educational policy‐making. The paper then briefly considers a particular instance of such debate about actual markets in education. (shrink)

James Tooley argues that educational institutions offer educational opportunities rather than provide education. On this basis he claims that education can be offered without state intervention. It is argued here that education is not about the provision of opportunities but about preparation for life, and preparation for life is not an option among others. The consequences of this view are drawn out and it is argued that universal education can only be reliably provided by a central (...) body such as the state and cannot be left to market forces as Tooley claims. (shrink)

James Tooley argues that educational institutions offer educational opportunities rather than provide education. On this basis he claims that education can be offered without state intervention. It is argued here that education is not about the provision of opportunities but about preparation for life, and preparation for life is not an option among others. The consequences of this view are drawn out and it is argued that universal education can only be reliably provided by a central (...) body such as the state and cannot be left to market forces as Tooley claims. (shrink)

This article is a contribution to the existing debate about the marketization of higher education and offers a detailed study of the way the practices of marketization manifest themselves at the level of discourse in higher education. Taking its point of departure in Critical Discourse Analysis and using a text-driven procedure for genre analysis, the article describes and analyses the international student prospectus as an instance of a highly promotional genre which clearly reflects the values and forces of (...) the free market. The article contains two analyses. The first analysis compares four instances of the international student prospectus genre from Finland, Scotland, Australia and Japan and tries to establish genre membership and genre characteristics by considering the overall text structure, and by looking for similarities in content and `rhetorical moves'. The second analysis is an in-depth analysis of the language use in the international student prospectus from the University of Stirling, Scotland. This analysis pays particular attention to the way the rhetorical moves and visual and lexico-grammatical features in the text are used to represent the two main participants in the text: the university and its students. Both analyses show that the student prospectus is trying to construct an image of the University of Stirling and its students which goes hand in hand with the new trend in higher education — namely that of offering innovative products to `demanding' clients on the look-out for the best possible `university experience'. (shrink)

This paper examines the marketization of higher education. It takes the curriculum development for a degree sponsored by industry as a focus for exploring the involvement of industry and, more specifically, prospective employers, in shaping higher education provision. Empirical material gathered from a three and a half-year ethnographic study is used to illustrate how mundane promotional work associated with sponsored curricula operates to reconstitute higher education. It is shown how, in the process of introducing sponsored curricula into (...) the university, a market relevance discourse is merged with traditional discourse to promote a new discursive order and thereby contribute to the reformation of university education. This hybrid discourse (of tradition and relevance) makes traditional resistance to the encroachment of "relevance" into university education more difficult to justify, and perhaps impossible to sustain. Nonetheless, it produces new antagonisms that provide future sites of resistance. (shrink)

This study explores possible links between educational background and ethics among marketing professionals. Data from two surveys of members of the American Marketing Association suggest that marketing professionals with master's degrees and higher are similar to their less educated counterparts in both their ethical standards and their intended ethical behaviors. Marketers with business degrees, however, have lower ethical standards than do graduates of non-business programs, though they report behavior as ethical as that of their non-business educated peers. Business schools may (...) be producing cynics likely to accept marginal behaviors of colleagues though not likely to engage in such behaviors themselves. (shrink)

This paper examines what can be learnt from analysing attempts to give lay people more involvement in the administration of state schools. Although devolving more responsibility to schools and lay governors has been an important feature of school reform in several countries, it is not immediately apparent if this shift is the product of globally similar social and political forces or nationally specific cultural, ideological and economic factors. In considering this issue, the paper describes recent changes in school governance in (...) England, New Zealand, USA, Scotland and Catalunya, Spain. It is argued that some of these changes can best be characterised as attempts to increase the democratic participation of citizens in the running of schools. Other changes, however, seem rather to represent on attempt to bring the culture of business to schools and reduce the power of professional educators over education. (shrink)

Jerry Kirkpatrick's Montessori, Dewey, and Capitalism: Educational Theory for a Free Market in Education presents a provocative synthesis of the educational philosophies of Maria Montessori and John Dewey with the economic philosophies of Ayn Rand and Ludwig Von Mises. At the center of Kirkpatrick's thesis is his belief that public education be subject to a free-market model. Kirkpatrick holds that students can thrive in an educational system free from all forms of coercion, something he believes can only be (...) accomplished in a free-market educational system that is not bound by government intervention. He borrows from Ayn Rand in arguing that only the individual matters and that all forms of imposed authority .. (shrink)

This paper, which offers a positive assessment of the role of markets in education, is a 'reply' to an earlier contribution to the Journal in which Stewart Ranson argues that markets are intrinsically flawed as a vehicle for improving educational opportunities. The 'reply', among other things, argues that Ranson fails to address the shortcomings of education under democratic control and ignores the educational benefits of authentic markets.

Background and Aim: Global trends and national policies have made internationalization and paying attention to the international markets of higher education inevitable on the one hand and becoming a legal requirement of Iranian medical sciences universities on the other hand. Therefore, the main goal of this article was to show, by examining the experience of international marketing of higher education in Tehran University of Medical Sciences, what are the futures of international marketing of higher education in (...) medical sciences? Materials and methods: in this documented data and the views, knowledge and lived experiences of the beneficiaries of the University of Medical Sciences were the basis of the study, and in the following, the methods of documentary studies, trend analysis, brainstorming, expert panel, theme analysis and scenario planning were used. Results: The most important achievement of this article is that among the challenges facing the international marketing of higher education in the University of Medical Sciences, two driving forces have the highest importance and uncertainty in shaping the future of this issue, including: sustainable security and cultural development. Conclusion: The normalization of political and economic relations with the world along with appropriate cultural development inside and outside the university and acceptance of cultural, racial, religious, intellectual, ethnic and gender differences strengthens the marketing process of higher education. In such a situation, the risk of investing in providing international higher education will be reduced. Therefore, the most expensive and the most important uncertainty facing the country's universities in international marketing is the attitude and approach of science and technology governance to the relations and structure governing the international system. (shrink)

This paper is a commentary on the discussion document by M. Joseph Sirgy which attempts to develop a marketing educator code of ethics. The authors center their discussion around the concepts of "Social responsibilities in relation to certain publics" and "Social responsibilities in relation to certain actions", as presented in the Sirgy paper, "Certain Publics" issues and "Certain Actions" issues are both examined in light of each of the stakeholder groups, as well as in terms of several ethical theories. Finally, (...) the proposed Academy of Marketing Science marketing educator code of ethics is compared to the ethics codes of other marketing organizations. (shrink)

This paper reports an attempt to develop a code of ethics for marketing educators at colleges and universities throughout the world. The paper describes the process of development and the outcome. The code of ethics details social responsibilities of marketing educators in relation to certain publics and actions. Social responsibilities related to certain publics include ethical prescriptions such as treating others with respect and dignity, upholding justice, providing information to others about matters that may significantly affect their well being, providing (...) access to needed and affordable resources, protecting the privacy of others, allowing the expression of a grievance and providing a mechanism for redress, providing fair credit, and ensuring safety. Social responsibilities related to certain actions include avoiding conflict of interest; conducting ourselves with the highest standards of intellectual honesty, professionalism, and objectivity; adhering to all policies of our academic institutions and challenging unjust or ineffective policies; mentoring our junior colleagues and students; being selfless in contributing to the marketing discipline and society at large, and defending the principles of academic freedom. (shrink)