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The Marketisation of Higher Education: Antecedents, Processes, and Outcomes

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The Marketisation of Higher Education

Part of the book series: Marketing and Communication in Higher Education ((MCHE))

Abstract

This chapter explores the ideological antecedents, processes, and outcomes of the marketisation of higher education, with an emphasis on business schools in particular. The chapter begins with a discussion of the theory of Scandinavian New Institutionalism in the context of higher education, explaining how ideologies spread across nations and fields through adoption and adaptation. It then elaborates the ideologies of neoliberalism and managerialism, and their relation to New Public Management. The chapter continues by elucidating the processes which are related to marketisation—namely commodification, corporatisation, and de-professionalisation. It then enumerates the various outcomes of the marketisation of higher education. Finally, the chapter concludes with suggestions for future research.

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Authors and Affiliations

  1. University of Agder, Kristiansand, Norway

    Kimmo Alajoutsijärvi, Ilan Alon & Rómulo Pinheiro

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  1. Kimmo Alajoutsijärvi
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  2. Ilan Alon
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  3. Rómulo Pinheiro
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Correspondence to Kimmo Alajoutsijärvi .

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Editors and Affiliations

  1. Ross School of Business, University of Michigan, Ann Arbor, MI, USA

    John D. Branch

  2. Global Research Society, LLC, Colorado Springs, CO, USA

    Bryan Christiansen

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Alajoutsijärvi, K., Alon, I., Pinheiro, R. (2021). The Marketisation of Higher Education: Antecedents, Processes, and Outcomes. In: Branch, J.D., Christiansen, B. (eds) The Marketisation of Higher Education. Marketing and Communication in Higher Education. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-67441-0_2

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