1. PRELIMINARY READINGS (2)
STAFF TRAINING IN JOENSUU
International attractiveness of universities

2. Dear course participant,
We have prepared this presentation in order to guide your reading of an article on the topic of “Marketization Of Higher Education”. More presentations to follow will deal with interesting articles and book chapters on these topics:
The Effectivity Of Slogans
Online Marketing Of Academic Institutions
Country/City Reputation And Higher Education Marketing
Student Mobility And Student Choices

3. Reading activities will facilitate informed discussion of interesting topics related to this course. You can also find reading self-assessment forms that will facilitate your personal monitoring of your own learning process.
The amount of time estimated for the reading activities before our training in Joensuu is of 2-3 hours.
We hope you enjoy these readings while gaining perspective on the topics!

4. Critical accounts on marketization of higher education
READING:
Furedi, Frank. “Introduction to the Marketisation of Higher Education and the Student as Consumer.” The Marketisation of Higher Education and the Student as Consumer, 2010, 1–8.

5. Reading activity (2)
For this reading activity we need scan reading only, of pages 1-6 finding replies to these questions:
What do advocates of marketisation argue as benefits derived from such marketisation?
What arguments could be taken against these arguments?
What is new and disturbing regarding competition among universities in the late 20th century?
What is, according to Furedi (2010: 2) the relationship between marketing and the promotion of widening participation?
Could you think of real situations in your daily activities that show that students are increasingly positioned as consumers and institutions working to improve the extent to which they meet ‘consumer demands’? This question will be further discussed during our training in Joensuu.