The University in the Marketplace

Author(s):  
David Willetts

The opening chapters of this book were a story of expansion, in which more and more universities were created after progressive reformers finally broke the Oxbridge duopoly. And, just as important, in the second part of the book we have seen it is also a story of personal growth and advance as more people have their lives transformed by higher education. In the previous two chapters we have then seen how useful this institution has become—broadening its role in professional training and promoting growth and innovation by working with business and government. The university is one of the key institutions of the twenty-first century and finds itself deeply embedded in the market economy. But there are doubters who are wary of this very success because it is changing the character of the university. One of my main objectives as universities minister was to create a more open and diverse higher education system which would work better for students. That meant more choice and competition between universities and easier entry for new providers as well as removing the number controls which limited the scope for universities to grow in response to student demand. I believed these changes would ensure students were better served and make British universities stronger in a higher education market which is increasingly global. In effect our funding reforms gave students an education voucher to be spent at the university of their choice if they met its admission requirements, to be repaid when they were graduates if they could afford to. We replaced funding via a Government agency providing grants to universities with funding via the fees (funded by loans) which students brought with them. Many people in higher education are suspicious of this wider agenda. They worry about ‘marketization’ and, just as bad, ‘consumerism’. Those market values pervade the wider environment within which Western universities operate. All these changes open up a key question: to what extent should universities themselves absorb these values or should they deliberately hold themselves apart? There are sceptics who fear that as universities grow bigger and more economically significant they betray their distinctive values.

Author(s):  
Hamlet Isakhanli ◽  
Aytaj Pashayeva

AbstractThe development of higher education system of Azerbaijan reflects the country’s historical transformations. The system started developing with the foundation of the first higher education institution before the establishment of the Soviet Union, expanded during the Soviets and grew into current systems of 52 institutions since independence. Institutions changed in number and nature with the entrance of private universities into the higher education market and increase in number of state universities. Three-cycle higher education was introduced and institutions utilising Western university practices of management and teaching emerged. Despite the changes, the system still reflects much of the Soviet period. The typology of higher education institutions (HEIs) in Azerbaijan was built based on their educational, research, internationalisation activities and financial capacity. Institutions were classified as leading state and private higher education institutions, which excel in research and rank high in country ranking lists. The second group of institutions are known for good quality education but do not give a heavy weight on research. The last type of higher education institutions serve the purpose of preparing teachers and other public sector employees.


2019 ◽  
Vol 71 ◽  
pp. 05008
Author(s):  
M.O. Surayeva ◽  
I.A. Grigoryants ◽  
N.V. Kochetkova ◽  
A.N. Evdokimov

Modern educational organization is actually a full member of market relations. Universities now have the right to make money and manage it. On the education market there are many factors that affect the stability of the educational organization. The authors made an attempt to analyze the factors and risks in the education market. Analyzing the set of factors operating in the education market, the authors identify the most dangerous of them, which currently affect the sustainable functioning of universities. It is proposed to solve the problem of sustainable functioning of the University with the use of marketing management as one of the components of management studying market processes.


Author(s):  
Marius Bălăşescu ◽  
Simona Bălăşescu

Abstract The process of universities positioning, as a component of educational and university marketing consists of a synergetic system composed of all the marketing and management efforts of a university as an entity inside the educational market, materialized in identity, image and promotion elements that lead to the creation of a strong brand of the university and to contribute to the consolidation of a solid reputation. The present paper aims to address the topic of effective positioning of universities, as a tool of university marketing, in a Romanian and European higher education market with increasingly complex evolutions. Taking into account the tendencies in the field of education and university marketing (eg: competition between universities in Romania, but also at European and worldwide level), the authors consider that higher education institutions have to emphasize the various elements of identity, image and institutional promotion, because current or future bachelor students, master students and PhD students want to belong to some entities with prestige and reputation, in other words, with a strong image and identity to provide them with confidence and security. The paper considers an approach on three main components: the analysis of the stage of knowledge of the higher education field, an original marketing research research and the conclusions and solutions. The research consists of a quantitative marketing research applied among the Romanian high school graduating students, regarding their perception about different elements of identity, image and promotion of some important universities in Romania. The paper aims, as a fundamental objective, to provide results that can be integrated into the marketing strategies of the universities from Romania and Europe.


Author(s):  
Maria Suraeva

Актуальность предложенной статьи обусловлена вопросами кардинального улучшения и расширения бизнес-среды, которые могут быть использованы университетами в процессе перехода с традиционной модели образования в инновационную модель. Приведение институционального влияния системы высшего образования в соответствие с требованиями к компетенциям специалистов, предъявляемыми предприятиями и организациями экономики и социальной сферы в условиях социально-экономической модернизации России, будет способствовать совершенствованию системы управления высшими учебными заведениями, повышению качества образовательных услуг и конкурентоспособности вуза на отечественном и мировом рынке высшего образования.The relevance of the proposed article is due to the issues of massive improvement and expansion of the business environment that universities can use in the process of transition from the traditional model of education to the innovative model. Bringing the institutional impact of the higher education system in line with the requirements for the competencies of specialists imposed by enterprises and organizations of the economy and social sphere in the context of socio-economic modernization of Russia will contribute to improving the management system of higher educational institutions, improving the quality of educational services and the competitiveness of universities in the domestic and world higher education market.


2018 ◽  
Vol 6 (1) ◽  
pp. 66-74
Author(s):  
Fiona Barnes ◽  
Sue Cole ◽  
Ingrid Nix

In a highly competitive, rapidly changing higher education market, universities need to be able to generate pedagogical expertise quickly and ensure that it is applied to practice. Since teaching approaches are constantly evolving, partly responding to emerging learning technologies, there is a need to foster ways to keep abreast on an ongoing basis. This paper explores how a small-scale project, the Teaching Online Panel (TOP), used scholarship investigations and a bottom-up approach to enhance one particular aspect of academic practice – online learning and teaching. The experiences of TOP are useful for identifying:  how a scholarship approach can help develop academic expertise its contribution to enhancing understanding of staff’s different roles in the University ways of developing the necessary supportive network for those undertaking such scholarship the effectiveness of staff development which is peer-led rather than imposed from above how practical examples can stimulate practice development the relevance of literature on communities of practice and landscapes of practice for scholarship the important role of ‘brokers’ to facilitate the dissemination of scholarship findings the benefits to the brokers’ own professional roles the challenges of sustaining such an approach and lessons learnt. This study has relevance for those involved in supporting scholarship or delivering staff development in Higher Education.


wisdom ◽  
2019 ◽  
Vol 12 (1) ◽  
pp. 49-61
Author(s):  
Maria ZASLAVSKAYA ◽  
Larissa TITARENKO ◽  
Pargev AVETISYAN

Any reforms of modern education in the context of the Bologna principles somehow connected with the fundamental academic values and freedoms that guarantee institutional autonomy and social integrity of the universities. At the same time, post-soviet transformations of the higher education systems (HESs) often assume the introduction of the market-oriented approaches to meet the economic challenges that may contradict the traditional academic culture. On the basis of research data gleaned mainly from expert interviews in framework of case study in Armenia and Belarus, the authors analyze the ongoing transformations in HES with a focus on the features of implementation of academic freedoms in the context of existing contradiction between the new tendencies in higher education (market-oriented values, the entrepreneurial university model) and its classical humanistic model oriented to academic values, as well as to assess a possibility of coexisting academic and market cultures within the university.  The authors reveal the contradictory attitudes to assessment of the level of implementation of academic freedoms and to the possibility of combining academic freedoms with corporate culture in mentioned countries. Moreover, HESs needs the radical changes that would not destroy its fundamental culture and help to adjust universities to the global challenges.


2021 ◽  
Vol 12 (4) ◽  
Author(s):  
Svetlana Latysheva ◽  
Lyubov Bogodelnikova

Irkutsk National Research Technical University has recently launched a number of English-taught educational programmes with the paramount objective to transform the educational landscape of the university. Delivering the programmes in a foreign language gives the university significant competitive advantages in the higher education market, and also enhances the standards of education by attracting foreign experts, professors and students. The purpose of the study is to identify specific didactic tasks that will determine the design of English-taught educational programmes. Having analysed the experience based on language training of undergraduate and graduate students who study in multicultural groups and take English-taught courses, we conclude that the academic status of foreign languages within the programmes of Baikal School of BRICS differs from classical educational paradigms. The implemented lingua-didactic approach when delivering the disciplines focused on language performance is based on the principles of intercultural reflection, acceptance of linguistic and cultural diversity, generation of common meanings and values of education and academic cooperation within the studied subjects, and it contributes to the development of adequate educational technologies resulting in appropriate learning outcomes of students. The results of the study can be used to evaluate and develop similar educational products.


Author(s):  
Alex Posecznick

This chapter describes Ravenwood's position in the higher education market and the kinds of persuasive arguments that members of the community deploy to recruit new students every year. Corporatization in the university has brought the logic and language of markets to these processes, which align with the Jeffersonian paradigm of education and create a somewhat rigid interpretation of institutional mission and risk. Diversification of student enrollment is a safety net from fiscal risk but also reflects the potential watering down of institutional brand. Administrators are thus constantly balancing contradictory tensions in their attempts to secure fiscal security without sacrificing the mission or brand of the institution. Individual counselors also tackle similar propositions within the context of their own careers.


2020 ◽  
Vol 20 (3) ◽  
pp. 622-635
Author(s):  
V. V Shcherbina ◽  
E. P Popova

The article considers radical changes in the Russian universities activity in the last 30-35 years. The authors believe that such changes were determined by: a) destruction of the Soviet system of higher education; b) its transfer to the Western models of the education organization; c) unification of different university models; d) transfer to the two-level system (bachelor-master); e) universities right to change education programs and earn money by admitting poorly prepared students. These features of the contemporary education led to a significant increase in the number of universities that do not take into account objective social needs in various types of training. Therefore, the university is no longer a final point in the system of professional training, whose previous customers were either the state or employer. The university has turned into an organization providing educational services to the student and his parents. Such a higher-education system does not fulfill its social functions and is wasteful for it contributes to potential conflicts due to the excess of formal holders of higher-education diplomas, for whom there is no place in the real economy. The authors believe that the Russian higher education can change the trend of development by selecting and differentiating a small group of universities according to the future types of their graduates activities (research, technology, education, etc.), and by reliable forecasting of the employers needs.


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