The rapid expansion of neo-liberal regimes has effectively transformed how students -- their role and purpose -- are understood in society. Scholars, especially in the Anglophone North, have shown how dominant policy narratives tend to position students as consumers. More recent studies have begun to explore students' views of this construction.…

Consumerist views have increased in English higher education. At the same time, the wellbeing of university students is of growing concern. Some research suggests that consumerist views amongst students link to lower wellbeing and achievement. This prompted the current paper which speculates that the concept of autonomy (as depicted in…

This paper provides a critical interrogation of government-led reform of higher education (HE) in England. Its focus is marketisation, and in particular, the concepts of 'value for money' (VFM), teaching excellence, and students as educational consumers. Hitherto, research on VFM in HE has been largely quantitative in nature and primarily focussed…

The undergraduate-academic power dynamic is being reframed in the current university climate. This article questions the research on power relationships within higher education whereby the dynamic is acknowledged without proper consideration. As such, the formation of power relationships remains unexplored and misunderstood. This article advocates…

The marketization of higher education and focus on graduate employability and earnings data has raised questions about how students perceive their roles and responsibilities while studying for their degree. Of particular concern is the extent to which students identify themselves as consumers of their higher education, for example, whether they…

In the current higher education (HE) environment, indicators of 'teaching excellence' (TE) are increasingly under the spotlight. The literature offers a wide range of models and perspectives, but also highlights the need for greater (comparative) scrutiny of the perceptions of those at the centre -- staff teaching across the disciplines in…

Background: The marketization of higher education (HE), which positions students as consumers and academics as service providers, may adversely affect students' motivation for learning and academics' motivation for teaching. According to self-determination theory (SDT), high-quality forms of motivation are achieved when individuals experience…

In recent years, character education has enjoyed a resurgence of interest in different national contexts. In England, the publication of a 'Character and Resilience Manifesto' by the All-Party Parliamentary Group on Social Mobility in 2014 put character education on the government's agenda, primarily as a means to improve social mobility. Drawing…

This paper analyses the student decision-making model for international postgraduate (PG) students with a concentration on consumer service marketing principles. Using a grounded theory approach and exploratory techniques (focus groups), it investigates qualitatively why the UK is the destination choice, the rationale for the programme of study…

Marketing principles and consumerism are evident in higher education with universities central to the development of fit for purpose graduates. Students are increasingly viewed as consumers of university products and expected to manage self-hood and to promote themselves to the marketplace. This article is drawn from research in an ongoing larger…

Students studying at universities in England have been defined as customers by the government since the introduction of student tuition fees. Although this approach has been rejected by educators, there is a lack of empirical evidence about the extent to which students express a consumer orientation and its effects on academic performance. These…

Careers work is a very political business. Since the early 1990s, successive governments in England and the Netherlands have persistently challenged those working in the careers sector to demonstrate the educational, social and economic value and impact of their work. In this context, the marketisation of career guidance policies and practices has…

Compulsory education experiences are not commonly thought to shape future consumer behaviour, except for defining social and cultural differentiation. This article will illustrate how Caribbeans in Northamptonshire, England used compulsory education, even by antithesis, to thwart institutional and social views of Caribbean inferiority through…

Over the past decade the "neuro"marketing of educational products has become increasingly common. Researchers have however expressed concern about the misapplication of neuroscience to education marketing, fearing that consumers may be deceived into investing in apparently "brain-based" products under the misapprehension that…

In the context of the last two years' recession, parents, teachers and administrators seem to increasingly welcome school-business "partnerships" that they hope may help ward off program cuts. Businesses encourage such arrangements because school-based marketing and advertising programs are perfectly poised to "brand" children…