ABSTRACT
This chapter explores marketisation of higher education under the illusion of neoliberal meritocracy that has led to the massified higher education system, and where the tensions exist between the diversity of student backgrounds and interests and the homogeneous (policy) construction of students as consumers and recipients of education. The chapter argues that the marketisation processes have highlighted both the diverse needs and the homogeneous ‘one-size fits all’ approach to students in contemporary market-driven higher education. The chapter starts by exploring neoliberalism as a form of late-capitalism described by marketisation and massification processes in global higher education. It then moves on to discuss neoliberalism as a mode of governance that has altered the meanings and practices of higher education. The chapter concludes by opening up a discussion around neoliberal meritocracy, its effects on normalising higher education credentials, promoting competition and positioning students as instrumental consumers of higher education.
