ABSTRACT
The marketised university polarises opinion. There are those who consider that the contemporary university should recognise that it is placed in a competitive marketplace and that it should compete by marketing itself and its products and its activities (for example, Hills 1999). For those universities that are mainly state funded, state funding is bound to fall short of a university’s legitimate wants and so marketing is necessary for additional income generation. This pro-market camp has its own nuances as between those who believe in the virtues of the market as a rational device for determining the allocation of scarce resources and for securing ‘efficiency’ on the one hand and those who consider that, contingently, for its own effectiveness (for ‘quality management’ or even for its own ‘freedom’), the university should understand itself as a provider of services in a competitive marketplace. Either way, market disciplines are urged on the university.
