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...

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.

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)

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.

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)

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 chapter contains sections titled: Introduction I II.

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 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.

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)

Publication date: 27 August 2018 Source: Author: Dejana Pavlović, Ivana S. Domazet, Milena Lazić The high rate of youth unemployment is an issue that is largely present in developing countries, such as Serbia. The results of the research will provide a major contribution whether education has an impact on the labour market among young people in Serbia. Decision tree was performed to identify impact constructs. In order to define public policies, an insight is provided into the characteristics of (...) young people that largely contribute to the probability of being employed. The results showed that education has an impact on youth unemployment. Results of the research will be useful for decision makers in the implementation of a strategic model of the labour market. Theoretical and practical implications are discussed in the paper. (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 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 ...

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)

Several studies prove the relevance of internal marketing in promoting job satisfaction and life satisfaction among professionals. During the COVID-19 Pandemic, educational institutions were faced with a set of challenges that forced the redefinition of strategies appropriate to the context experienced, with internal marketing being a key factor in redefining these same strategies. This study aims to evaluate whether internal marketing is a catalyst for professional satisfaction and life satisfaction among professionals in the Education industry active in Portugal during (...) the COVID-19 Pandemic. To this end, a conceptual research model was developed and 4 study hypotheses were postulated to investigate the purpose of this research based on a quantitative methodology applied to a convenience sample (n=167). The findings obtained proved to be statistically significant, showing internal marketing as a direct and positive predictor of commitment, professional satisfaction and also satisfaction with life. Besides, job satisfaction has been confirmed as a direct and positive determinant of employee performance, commitment, loyalty and satisfaction with life. Finally, commitment was too confirmed as a predictor of employee satisfaction and loyalty. Thus, this research presents itself as an added value for both science and the education industry, as it makes important contributions to the country's educational institutions and enables them to perceive various determinants of professional satisfaction, commitment, employee performance and loyalty, so as to improve strategies that support organizational sustainability and the well-being of educational agents and, in turn, of the students 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)

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)

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)

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)

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 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)

In this article, the author problematizes the process of “humanizing education” in the era of perestroika and glasnost. Identifying herself as a “democratic socialist,” Kohli invites her Soviet colleagues to acknowledge the criticisms of liberal capitalism before they move headlong in that direction. In deconstructing such taken-for-granted concepts as individualism, democracy, market economy, and community, Kohli suggests that both the West and the East could benefit from re-visiting their respective revolutionary traditions at this crucial historical time.

In this paper I shall investigate the nature of education as seen from the neoAristotelian perspective. My thesis is that education should be seen as a part of political activity in the source sense of the term, that is, as an element of human development rooted in the idea of the good, which makes this concept at odds with the modern concepts of politics and education. I start with a brief discussion of the classical concept of politics (...) with special attention being paid to the relation between ethics, education and politics. I then address the changes in the philosophical background of this concept of politics introduced in early modernity, in order to indicate the consequences of this process for education as subordinated to an economy-influenced politics. Following is the discussion of some aspects of contemporary Aristotelianism. I argue for the thesis that education is the basic form of policy understood along Aristotelian lines. (shrink)

International education is impacted by multiple discourses, in particular the discourse of university as an educational institution responsible for producing and curating knowledge for the public good, pursuing truth and transforming student life, and the neoliberal marketing discourse which portrays the university as a business organization providing a service for international students as customers/consumers. Following a multimodal discourse analytic perspective, this study examines ‘Why Choose’ webpages of one British and two Australian universities to identify how the apparently conflicting higher (...) education and neoliberal marketing discourses are managed in the interdiscursive space using language, images and videos. The results reveal that ‘Why Choose’ webpages are hybrid texts where the discourse of higher education is upheld in relation to the neoliberal marketing discourse through multimodal strategies of accentuation, infusion and progression. The study argues for the necessity of undertaking a multimodal discourse approach to understand how various positions are negotiated interdiscursively in online media. (shrink)

There is a loud and persistent drum beat of support for schools, for citizenship, for diversity and inclusion, and increasingly for labor market readiness with very little critical attention to the assumptions underlying these agendas, let alone to their many internal contradictions. Accordingly, in this book I examine the philosophical, motivational, and practical challenges of education theory, policy, and practice in the twenty-first century. As I proceed, I do not neglect the historical, comparative international context so essential to (...) better understanding where we are, as well as what is attainable in terms of educational justice. I argue that we must constructively critique some of our most cherished beliefs about education if we are to save the hope of real justice from the rhetoric of imagined justice. (shrink)

The book brings together social philosophy and educational theory. Liberalism's unresolved tensions between freedom and equality, public and private good, individual and state, etc., are illuminated by controversies in educational theory and policy.

This article defends the view that markets in education need to be restricted, in light of the problem posed by what I call the ‘educational arms race’. Markets in education have a tendency to distort an important balance between education’s role as a gatekeeper – its ‘screening’ function – and its role in helping children develop as part of a preparation for adult life. This tendency is not merely a contingent fact about markets: It can be traced (...) to ways in which education is a partly positional good and how markets respond to demand for positional goods over non-positional goods. The problem with arms races is that they allow markets to facilitate wider use of defection in a collective action problem. Using these claims, I argue that markets in education have a distinctive tendency to become objectionably exploitative. I conclude by applying some of my conclusions to illuminate various egalitarian claims about justice in education. (shrink)

The Philippine educational system and its core curriculum is oriented toward the formation of the modern, autonomous, rational subject, particularly one that will fit into the contemporary global market and production system. Through this system, Filipinos are deepening the colonization of their rationalities and subjectivities by imposing a system that shapes a subject who exists to serve the global market by being a fit worker, consumer, entrepreneur, and producer of knowledge. However useful this educational system may be, it (...) does not consider the ‘Filipino’ subjectivity’s need for formation as a loob who is a kapwa. The Filipino subjectivity which is grounded on the experience of a loob filled with liwanag opening to the world, needs an education in its own capacity for knowing and realizing its well-being. The conception of the subject in relation to the world calls for a different kind of education, particularly in the development of indigenous skills in humanistic research. This paper will argue that as a Filipino student is subjected to the imposition of the dominant Western educational system, they should also equally be given an education in their own rationality rooted in their own native subjectivity. A people must have the opportunity to be trained in their own rationality rooted in their own subjectivity in order to evaluate its value for human flourishing. (shrink)