Higher Education Provision in a Crowded Marketplace

Schofield, Cathy (2012). Higher Education Provision in a Crowded Marketplace. In: Annual Conference for the Society for Research in Higher Education (SRHE), 12-14 Dec 2012, Newport, Wales.

URL: https://srhe.ac.uk/arc/12/0069.pdf

Abstract

We are entering uncharted waters within the world of higher education (HE) in the UK. Recent changes to the way that HE is funded and students are recruited have been brought in through the Government White Paper Students at the Heart of the System (BIS, 2011). These changes will significantly affect the way higher education is marketed and delivered.
This research aimed to investigate how HE providers market to their prospective student base and identify whether there are variations in approach by different types of institution; traditional universities, post-1992 universities or colleges of further education delivering HE courses.

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