?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Marketing+'development'+in+the+neoliberal+university%3A+A+critical+insight+into+UK+Higher+Education+Institutions&rft.creator=Patel%2C+K&rft.creator=Mun%2C+O&rft.description=UK+higher+education+institutions+(HEIs)+are+in+competition+with+each+other+and+HEIs+across+the+globe+for+fee-paying+students+within+a+higher+education+model+that+promotes+neoliberal+values+of+individualism+and+competition+in+a+global+free+market.+This+creates+the+conditions+for+the+neoliberal+university+to+actively+market+itself+and+its+products+in+an+international+marketplace+of+potential+students.+We+analyse+three+dominate+frames+employed+by+universities+to+do+this%3A+brand+recognition%2C+a+discourse+on+the+creation+of+global+workers%2C+and+an+emphasis+on+a+degree+as+a+product+that+is+bought+and+sold.+Current+literature+on+marketing+and+HEIs+focuses+on+how+marketing+works+with+the+university+as+the+unit+of+analysis%2C+whereas+the+contribution+of+this+paper+is+to+advance+critical+insight+into+university+marketing+practices+at+the+level+of+a+specific+discipline+%E2%80%93+development+studies+-+with+the+intention+to+deepen+our+understanding+of+the+effects+of+marketing+practices+on+the+discipline.+That+is%2C+we+ask+in+marketing+development+programmes+what+precisely+is+sold%3F+Thus%2C+we+critically+examine+representations+of+%E2%80%98development%E2%80%99+within+the+development+industry+and+explore+the+marketing+of+%E2%80%98development%E2%80%99+as+a+neoliberal+product+that+it+is+conceptualised+and+sold+by+northern+development+actors+to+primarily+northern+audiences.+We+identify+five+key+ideas+of+%E2%80%98development%E2%80%99+that+are+sold+to+northern+publics%3A+%E2%80%98development%E2%80%99+as+a+positive+association+for+an+individual%2C+a+commodity%2C+an+act+of+global+citizenship%2C+an+exercise+in+northern+nation+branding+and+taking+a+broader+perspective%2C+%E2%80%98development%E2%80%99+as+an+overly+simplistic%2C+racist+and+misogynist+trope.+Bringing+together+these+two+distinct+literatures%2C+we+present+a+conceptual+framework+to+lead+deeper+enquiry+into+what+is+sold+and+how+when+marketing+%E2%80%98development%E2%80%99+in+the+neoliberal+university.+Through+this+paper+we+aim+to+draw+attention+to+the+potential+for+contestation+that+can+emerge+between+ethical+and+considerate+representations+of+%E2%80%98development%E2%80%99+and+the+effective+marketing+of+development+studies+programmes+to+fee-paying+students.&rft.subject=International+development%2C+Higher+Education%2C+Marketing+education&rft.publisher=The+Bartlett+Development+Planning+Unit%2C+UCL+(University+College+London)&rft.date=2017-09&rft.type=Working+%2F+discussion+paper&rft.language=eng&rft.source=++++(DPU+Working+Paper++191).+The+Bartlett+Development+Planning+Unit%2C+UCL+(University+College+London)%3A+London%2C+UK.+(2017)+++++&rft.format=text&rft.identifier=https%3A%2F%2Fdiscovery.ucl.ac.uk%2Fid%2Feprint%2F10052161%2F1%2Fwp191%2520Patel%2520and%2520Mun%2520Sept%25202017.pdf&rft.identifier=https%3A%2F%2Fdiscovery.ucl.ac.uk%2Fid%2Feprint%2F10052161%2F&rft.rights=open