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the rise of the market
Schools had to
compete for students in order to sustain and extend their funding. This,
in turn, meant that they have had to market their activities and to
develop their own 'brands'.
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tasks | ohps | home |
They
had to sell 'the learning experience' and the particular qualities of
their institution. To do this complex processes had to be reduced to
easily identified packages; philosophies to sound bites; and students and
their parents become 'consumers'.