Universities Inc.: caveat emptor
Article
Article Title | Universities Inc.: caveat emptor |
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ERA Journal ID | 20369 |
Article Category | Article |
Authors | Symes, C. (Author) and Hopkins, Susan (Author) |
Journal Title | Australian Universities' Review |
Journal Citation | 37 (2), pp. 47-51 |
Number of Pages | 5 |
Year | 1994 |
Place of Publication | Australia |
ISSN | 0818-8068 |
Web Address (URL) | http://www.nteu.org.au/library/view/id/677 |
Abstract | Universities have been marketised. The upsurge in promotional activities provides evidence of this. Considerable attention is now given to the corporate image of universities. In the competition for an increased market share of educational activities, be it conferences, students, endowments, research dollars, promotional activity is seen as strategic. University advertising is one such activity, and its analysis can provide insights into the divisions emerging in Australia's system of higher education. The advertising directed at prospective students is especially revealing in terms of these divisions; in addition, it reveals the degree to which university education has become commodified. |
Keywords | higher education, universities, Australia, promotional activities, advertising, commodification |
ANZSRC Field of Research 2020 | 390303. Higher education |
Byline Affiliations | Queensland University of Technology |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q6590/universities-inc-caveat-emptor
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