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Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities

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  • Kuldeep Singh Banwait
  • Charles Hancock

Abstract

The Browne Review 2010 was a paradigm shift for higher education funding in England, this paper reflects upon the aftermath faced by university leaders through intensified marketisation. A secondary data analysis was undertaken on previous interview transcripts conducted in 2011 of 30 senior managers from a range of English universities. The purpose was to reflect upon the impact of the Browne Review through a current lens in 2021 to establish if the original dilemmas still exist. Senior managers were initially confronted by an identity dilemma of either being a business or an educational institution, it found that this has increasingly become more complex. The reflective analysis concludes a decisive shift in mindset that English universities now behave similarly to Corporate Businesses in an increasingly uncertain and competitive, but restricted market. Consequently, increased consumerist tendencies of students have increased the gap between universities and students’ differing perceptions of value for money.

Suggested Citation

  • Kuldeep Singh Banwait & Charles Hancock, 2025. "Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 35(1), pages 1-18, January.
    • Handle: RePEc:taf:jmkthe:v:35:y:2025:i:1:p:1-18
    DOI: 10.1080/08841241.2021.2006853
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