The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces,…

This research looks at higher education choice through the lens of extended self in consumer behavior. An online survey at two US universities, one public and one private, found that extended-self moderated how much fulfillment of self-image needs led students to like a university. Self-esteem needs were a critical part of this process, positively…

Public universities have assumed business-minded practices and norms that more closely align with goals and values of corporations than social institutions charged with creating and disseminating knowledge. One pervasive cost-savings strategy is the outsourcing of instruction to a contingent workforce. This case study explores the experiences of…

Our paper examines the opening of branches overseas ('satellite colleges') by elite private schools mainly located in England ('founding colleges'), largely in emerging economies of the Middle East and South East Asia. We trace the development of these 'satellite colleges' over three successive waves of growth, from opportunistic venturing in…

This research seeks to analyze the logic of Brazilian academic capitalism that conditions a process of commodification of the production of knowledge, as well as the prioritization of the supply of training courses for professionals. This process is characterized as raw material knowledge contributing to the creation of a kind of World Class…

Global competition results in an overall demand for higher skills. In the competitive world, China has no choice but to adjust themselves to become more efficient, productive, and flexible. Higher education in China has played a key role in achieving socialist economy and modernization. Since the open-door policy in the 1980s, there has been a…

Purpose: Students are an essential part of university innovation. Through their training, research and energy, students acquire and transfer knowledge to industry, and they help establish new businesses and start-up companies. This paper investigates how universities might capture the entrepreneurial energies of students toward the goal of…

This study seeks to investigate curricular trends in MOOCs and institutional participation in the development of MOOC courses. The study is framed utilizing the theoretical lenses of academic capitalism and isomorphism--particularly Riesman's conceptualization of a "snake-like procession" of isomorphism in American higher education lead…

This study examines the factors that shape secondary schools' offerings of academic curricula. While academic curricula provide many benefits to individuals and the larger society, inequalities in opportunities to study these subjects may exist between schools, even in comprehensive secondary education systems. We examine the Australian case as a…

Pervasive digitality reveals us as analogue creatures that are unprepared for a world and a logic generated increasingly through automation. Promulgated by capitalism, digitality has created a new form of alienation, one far more powerful and comprehensive than that envisaged by either Marx or Lukács in the analogue-industrial age. Digital…

The past three decades have witnessed the growing influence of market forces on higher education, resulting in what is defined by Fairclough (1993) as the marketization of academic discourse. The present study attempts to examine the effect of such trend on university website homepages in China, which is an under-researched genre of higher…

This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…

Purpose: The purpose of this paper is to extend existing research on stakeholder orientation (SO) on higher education institutions (HEIs) by segmenting Spanish public universities based on their perceived levels of SO and describing the profiles of the different segments identified. Given that being stakeholder-oriented, as well as being…

The role of staff involved with undergraduate admissions and recruitment has changed since the turn towards marketisation in higher education. This article focuses on the system in England following both a sharp rise in student fees and an associated tendency for the public university agenda and related social priorities, such as widening…

The higher education sector has been undergoing a far-reaching institutional re-orientation during the past two decades. Many adjustments appear to have strengthened the role of competition in the governance of higher education, but the character of the sector's emerging new political economy has frequently remained unclear. Serving as the…