Universities Inc.: caveat emptor

Article

Symes, C. and Hopkins, Susan. 1994. "Universities Inc.: caveat emptor." Australian Universities' Review. 37 (2), pp. 47-51.
Article Title

Universities Inc.: caveat emptor

ERA Journal ID20369
Article CategoryArticle
AuthorsSymes, C. (Author) and Hopkins, Susan (Author)
Journal TitleAustralian Universities' Review
Journal Citation37 (2), pp. 47-51
Number of Pages5
Year1994
Place of PublicationAustralia
ISSN0818-8068
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.

Keywordshigher education, universities, Australia, promotional activities, advertising, commodification
ANZSRC Field of Research 2020390303. Higher education
Byline AffiliationsQueensland University of Technology
Institution of OriginUniversity of Southern Queensland
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