Although internationalisation underpins many practices in higher education, its adopted approaches can be uneven between institutions and create ambiguous conceptualisations of how it is enacted in practice. Therefore, a whole-sector analysis can provide insight into whether spaces exist for new and innovative approaches to internationalisation,…

Most studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand.…

This study investigates the changing discourses of the value of degrees in prospectuses between 1976 and 2013, chosen due to the massification of higher education and use of the particular marketing tool of prospectuses. This research analysed the messages in prospectuses through the period in four English higher education institutions of…

Over the past decade, one of the demands upon public institutions, among which we find universities, has been for transparency and improvement of accountability. In this context, Colombian universities are introducing different methods of management and governance aimed at addressing the demands of society generally in relation to transparency and…

In times when universities are becoming less self-evident, these organisations may be confounded in terms of which aspects of their activities and performances they should communicate with their stakeholders. A related question--central to our study--is how they communicate. This paper analyses the style of one particular type of communication:…

Although well-renowned universities attempt to differentiate themselves from other universities, little research has been undertaken on the principal themes involved in the concept of the world-class university (WCU) as presented in speeches by members of WCUs. These discourses are a key tool in universities' attempt to shape the competitive…

The post-apartheid higher education transformation project is faced with the challenge of recruiting and retaining black academics and other senior staff. But when we shift the focus from participation rates to equality-inequality within historically white universities (HWUs), then the discourse changes from demographic equity and redress to…

This paper explores the growth of corporate branding in higher education (HE) and its use by academic and professional managers as a mechanism for not only enhancing institutional reputation but also for facilitating internal culture change. It uses Bourdieu's framework of field, capital and habitus to analyse case studies of branding in two…