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The Marketingization of Higher Education

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Encyclopedia of Educational Philosophy and Theory

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Consumerism acts to maintain the emotional reversal of work and family. Exposed to a continual bombardment of advertisements through a daily average of three hours of television (half of all their leisure time), workers are persuaded to “need” more things. To buy what they now need, they need money. To earn money, they work longer hours. Being away from home so many hours, they make up for their absence at home with gifts that cost money. They materialize love. And so the cycle continues. (Baumann 2007: 28)

Marketing and Consumerization

The draft of higher education into the dynamics of a market economy has been the subject of much of the current discussion on higher education. Brown and Carasso (2013) indeed call this the marketization of higher education. The current contribution take that as a given and discusses how that hand maiden of the market – marketing – has consequences for higher education itself. I use the term “marketingization” to encapsulate this trend.

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Authors and Affiliations

  1. University of Middlesex, London, UK

    Paul Gibbs

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  1. Paul Gibbs
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Correspondence to Paul Gibbs .

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Editors and Affiliations

  1. University of Waikato, Hamilton, New Zealand

    Michael A. Peters

Section Editor information

  1. University of Middlesex, London, UK

    Paul Gibbs

  2. Leeds Trinity University, Leeds, UK

    Amanda Fulford

  3. University College London Institute of Education, London, UK

    Ronald Barnett

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Gibbs, P. (2018). The Marketingization of Higher Education. In: Peters, M. (eds) Encyclopedia of Educational Philosophy and Theory. Springer, Singapore. https://doi.org/10.1007/978-981-287-532-7_635-1

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  • DOI: https://doi.org/10.1007/978-981-287-532-7_635-1

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  • Print ISBN: 978-981-287-532-7

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