Higher education uses neoliberal marketization to promote its products. However, few studies have focused on the neoliberal marketization strategies of higher education institutes in terms of branding, identity, or co-creation using critical discourse analysis. The main goal of this study was to critically analyze how higher education institutions use strategies focused on building their branding, presenting their identity, and promoting co-creation. The research/postgraduate sections of the websites of five elite research universities in Malaysia were chosen as the focus of our critical discourse analysis. A three-dimensional critical discourse analysis was used to evaluate the current strategies used in the neoliberal marketization of the universities. The findings of the analysis indicate that marketization and branding compose a university’s identity in attracting potential students. Co-creation was used in conjunction with industrial and community collaboration to attract students’ attention and help them choose a university on the basis of their interests. Although marketization is important for university sustainability, particularly in research, the main purpose of a university of emphasizing learning and knowledge should not be neglected.

Authors:
Qiumei Wang, Youjiang Medical University for Nationalities, China
Hui Zhan, Ohio University, United States

About the Presenter(s)
Dr Qiumei Wang is a University Assistant Professor/Lecturer at Youjiang Medical University for Nationalities in China

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