The governments of the USA and the UK have identified similar challenges facing their higher education sectors. Both governments believe in the centrality of market forces in meeting higher education demand, with government and academia playing subordinate roles. The public purposes of higher education must be restated if the potentially negative…

A method used at Bradley University to assess the institution's public image consisted of a series of paired descriptive phrases through which potential students could compare the school with their ideal college in academic factors, location, size, campus, costs, and career placement. (MSE)