Students as customers?

Cuthbert, R. (2010) Students as customers? Higher Education Review, 42 (3). pp. 3-25. ISSN 0018-1609 Available from:

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The idea that students might be treated as customers triggers academics’ antipathy, which in turn can lead to managerial irritation and political frustration. There are different discourses which barely overlap as their protagonists speak past one another. This article argues that these differences can be reconciled by re-conceiving the relationship between the university and the student. The article reviews the literature on marketing in higher education and the student as customer. It analyses the problems inherent in thinking of students as customers, suggests a multidimensional approach to understanding student roles, and considers what part markets can play in governing and managing higher education systems.

Item Type:Article
Uncontrolled Keywords:student, customer, marketing, higher education, commodification, consumerism
Faculty/Department:Faculty of Arts, Creative Industries and Education > Department of Education and Childhood
ID Code:12304
Deposited By: Professor R. Cuthbert
Deposited On:13 Jan 2011 17:17
Last Modified:27 Jan 2017 09:05

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