The Marketisation of Higher Education and the Student as Consumer

By M. Molesworth, R. Scullion, E. Nixon. 2011

518 citations recorded by the source corpus.

Subfields: Political Science and International Relations

View Paper: https://www.semanticscholar.org/paper/24cfaeaf8eaa1c9f5db5bf716b50091e34113244

How researchers see this paper

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In Political Science and International Relations

1. J. Huisman
2. Stephen Wilkins
3. Syed Zamberi Ahmad

Citations in the corpus

• Brand personality in higher education: anthropomorphized university marketing communications (2017, background): “…recruitment activities of HEIs (Bradley, 2013; Graham, 2013) reinforces this contribution, and this study extends previous HE brand communications research which has tended to focus on slogans and mission statements (Molesworth et al., 2011) or on the university logo (Watkins & Gonzenbach, 2013).”
• International student destination choice: the influence of home campus experience on the decision to consider branch campuses (2011, background): “Strong branding can enhance an institution‟s reputation and reputation plays a significant role in determining positions in some of the most globally wellknown media rankings (Chapleo, 2011).”