Globalisation has transformed the field of higher education by increasing flows of mobile students. This has had significant repercussions not only for countries that take advantage of the expansion of exports of English-medium programmes but also for countries that have not risen to prominent positions in the global education market, such as…

Purpose: The purpose of this paper is to explore the dilemmas that challenge reputation management in the context of higher education (HE). Design/methodology/approach: The paper introduces one Finnish multidisciplinary master's degree programme as a case in point. The empirical data comprises a student survey and semi-structured interviews with…