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The Australian Universities'review The Australian Universities'Review Published By NTEU Vol. 36 1993, No Z FEATURE - MARKETING EDUCATION MARKETING EDUCATION IN THE 1990s: AN INTRODUCfORY ESSAY HIGHER EDUCATION AS A COMMODI1Y: THE LONG BROAD TAPESTRY CENTRALISED DECENTRALISATION: SLOANISM, MARKETING QUALIlY AND HIGHER EDUCATION EDUCATION, MARKETS AND THE CONTRADICTIONS OF AsIA­ AUSTRALIA RELATIONS THAT'S EDUTAINMENT: REsTRUCTURING UNIVERSITIES AND THE OPEN LEARNING INITIATIVE A JOY FOREVER (AND ITS PRICE): ENGLISH AND THE MARKETS THE MARKETISATION OF TERTIARY EDUCATION IN NEW ZEAlAND ARTICLE AUSTRALIAN HIGHER EDUCATION AND THE RELEVANCE OF NEWMAN REVIEW ARTICLE 00 \D o PASfORAL SHADES: SIDNEY ORR AND THE ERaTICIStmON OF 1FACHING 00, 00..... 00 REVIEWS o Z r:J) r:J)...... BOARD Profc:;ssor Le.'llcy Johnson (Chair), Professor John Anwyl, A1isociate Professor Ian Luwc, Ms Anne Learmonth, Professor Ralph I--Iall, Dr Terri Australian Seddon, Mr Simon Marginson, Dr Mandy Lcvcratt and Ms Julie Wells. - " REVIEWS EDITOR Dr Terri Seddon Universi ies' eVlew Published NTEU STAFF Vo!' 36 1993, No 2 Mandy Levcratt (Editorial), Simon Roberts (Production) and Anastasia Kataidis (Proof reading and administrative support) EDITORIAL POLICY CONTENTS The Australian Universities' Review (A UR) is published by the National 'Tertiary Education Union (NTEU). Editorial policy is determined by the Editorial Board. The journal is not bound by NTEU policy. It aims to be a forum for the discussion of issues confronting Australian universities FEATURE: MARKETING EDUCATION with particular reference to those matters which concern NTEU. These can be broadly categorised as institutional issues and staff issues. The institu tional issues are those covered by such topics as the social role ofinsti tutions of higher education; fu ndingand thc role offunding bodics; Marketi~g edueation in the 19908: An introductory essay Jane Kenway, Chris Bigum, governmem education policy; public debate about education; Commonwealth/State relationships; private sector involvemcn t in higher education; co-ordination and rationalisation of tertiary education; education inquiries; recurrent and further education; fees; studem assistance; studcm Lmdsay Fltzclarence and Janine Collier ...................................................................................... 2 access and participation; the changing position of the student in higher education; research funding and policy; debates about the disciplines; the development of new areas of teaching and research; pedagogic practices in higher education (iflcluding as rclated to equal opportunity issues); Higher education as a eommodity: The long broad tapestry Colin Richardson ....................... 7 university autonomy and accountability; university and departmental government. The staff issues cover such topics as salaries and conditions; promotion procedures; discrimination in employment; affirmative action; research management; professional development issues including Centralised decentralisation: Sioanism, marketing quality and higher education Peter outside studies programmes (study !eave) and conference !eave. Watkins ....................................... "............................................................................................... 9 In each of these areas articles will be assessed on their intrinsic merit by independent referees in the light of the contribution which they make to the important issues of the day confronting the Union, whether the articles in themselves support or oppose Union policies. Priority wi!! be Education, markets and the contradictions of Asia·Australia relations given to articles which arc considered to be of broad interest to staffin tertiary and higher education. Responses to previously published articles arc encouraged ~ AlJR aims to facilitate discussion and debate. Don Alexander and Fazal Rizvi ................................................................................................... 16 edutainment: Restructuring universities and the Open Learning Initiative Contributions Chris Bigum, Lindsay ~'itzclarence and Jane Kenway in assoeiation with Janine Collier and Contributors should include three (3) copies of their manuscripts. Do not send any disks. Carol·Anne Croker ..................................................................................................................... 21 Detailed notes for contributors are on the inside back cover. Contributions shou ld be sent to the Editorial Board, The Australwn Universities'Rroirw, C/- NTEU, PO Box 1323, City Road Post Office, South joy forever (and its price) :English and the markets McKenzie Wark .................................. 28 Melbourne, Victoria, 3205. Phone: (03) 254 1910, Fax: (03) 254 1915 The marketisation of tertiary education in New Zealand Book Reviews Michael Peters, James Marshall and Bruce Parr ........................................................................ 34 Rooks for review should be sent to the Reviews Editor, The Australitlff Universities' Review, C/- NTEU, PO Box 1323, City Road, South Melbourne, ARTICLES Victoria, 3205. Fax: (03) 254 1915. AI! correspondence concerning reviews should be sent to this address. The AUR Reviews Editor, Dr Terri Seddon, can be contacted directly at Monash University faculty of Education on (03) 565-2774, higher education and the relevance of Newman The policy of The Australian Universities' !&oiew is to review only books dealing either with higher education or with matters pertinent to issues in Coady and Seumas Miller .................................................................................................. 40 higher education, This is understood broadly: the statement of 'Editorial Policy' abovc provides a guide. REVIEW ARTICLE Subseriptions shades: Sidney Orr and the eroticisation of teaching Jeffrey Minson ...................... 45 1994 annual subscription rates: surface postage paid Mo (Australia and New Zealand); $45 (Other); $50 (Overseas airmail). Overseas payments should be made by bank draft in Australian currency. REVIEWS Correspondence concerning subscriptions should be sent to The Australian [kiotnities'Rrview, C/- NTEU, PO Box 1323, City Road Post Office, South Melbourne, Victoria, 3205. Going round in circles Simon Marginson '" .............................................................................. 49 rationalism as a political program ,I IN Nevile ........................................................ 50 Advertising The tail wagging the dog Seumas Miller .................................................................................. 51 Rates are available on application to Simon Roberts C/- NTEU, PO Box 1323, City Road Post Office, South Melbourne, Victoria, 3205 Phone: (03) 254 1880, Fax: (03) 696 9466 Developments in sehool and publie assessment Roger Peddie ................................................ 52 The Australian Uniuer.rities' Rt:Ufw (formerly Vestes) is published twice <l year, normally in May and Novemhec The current circulation is approximately 23000 per issue. values back on the agenda Seumas Miller ...................................................................... 53 The views expressed in articles in this publication, unless othervlise stated, arc those of the authors and do not necessarily represent the views of the Editorial Board Of the publisher. other perspectives which are developed in the papers to follow. there seems to be a certain reluctance by the business sector 1.0 put To this end we have included in this issue a paper by Co En much money where its mouth is. Nonetheless, all educational institu­ Feature: Marketing Education Richardson, fonner chief economist for the Victorian Treasury. He tions are being persuaded (by financial stringency as much as does not focus on education per se but rather discusses the current thing else) to develop links and form partnerships with and to emphasis on economic restructuring by locating it in a global and long sponsors from industry; albeit within certain guidelines in the case of term view of economic history. In refering to the Kondratieff theory schools (see Australian Education Council 1993). Further, the Tech­ of economic cycles, he offers one interpretation of the ebb and flow nical and Further Education (TAFE) sector has, for some time, been Marketing education in the 1990s: An of the economy and of policy; implying, first1y, that there is nothing undergoing a radical restructure in order that it may serve and better particularly new about this era that some have dubbed post-Fordist profit from the training needs of industry, by developing in students, and, secondly, that restructuring is largely about 'gearing up' for the marketable competencies. Overall, education is increasingly sub­ next rise of the wave. On the other hand, this theory has a reassuring sumed under the concept 'training' and the profile of business and introductory essay and repetitive logic to it which others in this collection, those who industry has never been so high. Of course, such an economistic believe that these times are significantly different in many senses, conceptualisation of education is far from new. With varying degrees Jane Kenway, Chris Bigllm, Lindsay Fitzdarence and Janine Collier would want to dispute. For instance Alexander and Rizvi talk about of intensity, it has guided the motives of many educational policy ret1exive modernity and suggest that current times represent the makers since the introduction of state provided education in Aus­ complex and contradictory
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