How should the shape and structure of the higher education sector be determined?
Universities now operate in an open market and are able, subject to their own quality assurance procedures, to offer and accept students onto a wide variety of courses. As the unit of resource has been progressively cut, so it has been increasingly important for universities to meet their recruitment targets. The current funding methodology that penalises over- recruitment and under-recruitment has added to the pressure on universities to meet these targets. This means that the most significant driver in the planning and development of new courses is demonstrated and expected student demand. Such pressures have not served to support a diverse system of higher education as institutions have tended to converge in an attempt to maximise income. This pressure has also resulted in universities investing increasing amounts of their dwindling resources in marketing activities and advertising to ensure that these targets are met. Advertisements in the national press by universities during the
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