对高等教育市场化背景下高校招生简章的体裁分析

以体裁分析理论为基础研究高等教育市场化背景下的高校留学生招生简章。分析结果显示简章在语步特征和文本组织等方面高度相似,揭示出市场化背景下以促销和推广作为其共同交际目的的高校体裁的共性。在此基础上,对市场力量驱动下产生的促销型的高校留学生招生简章范本提出建议。     

Export market orientation behavior of universities: the British scenario

This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey methods. A sample of British universities was studied and partial least-squares analysis was performed. The findings indicate that four export higher education-specific variables are important drivers of EMO in universities. The paper also confirms EMO's direct effects on university export performance and its indirect effects mediated through university international reputation. In light of these findings, a number of implications are advanced for university management. The study also makes important theoretical contributions: it contributes to a growing body of literature on marketing of higher education; it enriches the export marketing literature by examining EMO in a service setting and it adds to the EMO–export performance relationship by examining the mediating role of international reputation. The findings are limited to British universities. Therefore, they may not be generalizable to other geographical areas. In addition, the results of this study were obtained from a small sample size and generalization of the findings to other higher education institutions should be made with caution.     

英国高校国际学生学费的变化及其对高等教育的影响

在全球化时代，高等院校学生的全球流动给国际学生输入国的政治、经济以及高等教育带来了重要影响。英国作为国际学生的主要接收国之一，其优质的高等教育吸引着来自世界各地的学生。在新自由主义意识形态、国际教育服务贸易理念与高等教育财政拨款投入制度的影响下，英国逐步向国际学生收取高额学费。英国高校国际学生学费的变化呈现出新的特点，影响着国际学生的来源结构、生源数量与质量，可能导致高校课程调整与师资流失。国际学生学费的变化引发了英国社会对高等教育市场化取向与国际学生公平教育权益的讨论，并实施了将国际学生学费与院校国际教育质量挂钩、以奖助学金形式平衡国际学生学费压力等具体改革举措。     

Research-university governance in Thailand: the case of Chulalongkorn University

Universities find themselves faced with the conflicting institutional demands of being cathedrals of learning and research as well as introducing managerial and corporate-like structures. Despite many studies in higher education research that focus on how this situation affects the mission of universities, the role of imprinting has not received considerable attention yet. Our study aims at closing this research gap by analyzing the influence of institutional founding conditions on mission statements of universities. Results show that imprinting does not affect the introduction of mission statements, but rather their contents. The role of imprinting is, however, moderated by the power and the reputation of universities. In discussing these findings within the context of higher education research, our study contributes to a better understanding of developments in the field of universities.     

Spurs to Higher Things? Mission Statements of UK Universities*

Mission statements have been the subject of much discussion in the managerial literature and have recently been adopted by most British universities. This paper reports the results of an investigation into how mission statements have been introduced by British universities and reviews the appropriateness of their use in this sector. Based on a questionnaire survey, an analysis of the degree of commitment to mission statements as a valuable management tool is offered and recommendations suggested for their more effective application. The authors conclude that although there is generally a positive attitude towards mission statements, senior managers within universities tend not to consult widely when formulating them and have put little effort into communicating them to the university's staff. Their importance seems to be perceived in terms of meeting the requirements of an external stakeholder rather than offering the opportunity to develop a real sense of purpose within the organisation.     

The organizational identity of Ukrainian universities as claimed through their mission statements

After the Revolution of Dignity (2014), Ukraine signed an Association Agreement with the European Union. In the context of European integration, new legislation on higher education has been adopted. Changes in the institutional environment expect responses from higher education institutions, in particular changes in the organizational identities of Ukrainian universities that are claimed through the mission statements. As Ukrainian universities are in the stage of transition from the Soviet past to the European future, it is of primary importance how they interpret and respond to the changes in the institutional environment, claiming their organizational identity through mission statements. To answer this question, sociological institutionalism is applied as a theoretical framework for the exploration of how institutions shape the organizational identities of universities. A content analysis of the mission statements of 46 Ukrainian universities was conducted: 26 defined before the adoption of the new legislation on higher education in 2014 and 20 formulated after this date.     

A corpus-based discourse analysis of the vision and mission statements of universities in Turkey

This article presents findings from a corpus-assisted discourse analysis of mission and vision statements of 105 state and 66 private/foundation universities in Turkey. The paper combines a corpus-based approach with critical discourse analysis to interpret the data in relation to its institutional as well as socio-political context. It argues that the mission and vision statements are marked by a need for reassuring their legitimacy and the demands of a growing tertiary market. The historical and cultural backgrounds of the development of universities in Turkey, as well as political and economic conditions, are also decisive in the shaping of mission and vision statement of universities.     

Country of origin and country of service delivery effects in transnational higher education: a comparison of international branch campuses from developed and developing nations

Over the last decade, international branch campuses have been established by universities from developing countries as well as developed countries. Little research has been conducted into students’ perceptions of branch campuses from different countries, or how universities from different countries compete in the increasingly competitive market. A framework incorporating the concepts of country of origin and country of service delivery is adopted to assess how potential undergraduate students in Malaysia perceive the home and international branch campuses of universities from the United Kingdom (UK) and India, which are used to represent universities from developed and developing nations. It was found that for a university from a developing nation, students perceived the image, reputation, quality and brand equity of its home campus more positively than its international branch campus. The results suggest that although all universities must devise and implement strategies that enhance the image and reputation of their international branch campuses, institutions from developing countries should seek niche markets where they do not have to compete directly with prestigious universities from developed countries.     

The Marketing of Residence Halls: A Question of Positioning

ABSTRACT

Recent declines in freshman and sophomore enrollments have resulted in increasing competition for institutions seeking to market residence hall services. This study investigated the manner in which these institutions are responding to today's environment. Questionnaires were mailed to 685 directors of residence halls, of which 343 responded. The study revealed the percentages of private and public institutions offering different amenities, the main selling points offered in promotional brochures, and the most common complaints expressed by residents. In addition, dormitory residents at a large midwestern university were surveyed in order to determine the importance placed on various attributes. The findings are compared to the current university housing offerings and the perceptions of the university's housing director.     

International student mobility in a German and Portuguese university: Which factors in the host institution matter?

In a globalising world, international mobility in higher education is an important phenomenon for students and higher education institutions. It is therefore essential to understand the factors that determine international students' satisfaction with higher education institutions that serve as hosts. Through research of an exploratory, quantitative nature, this study presents results from a survey among 289 incoming international students in two universities in Germany and Portugal. Our findings show that the factor we define as educational experience was an important determinant of student satisfaction. Furthermore, the appraisal of academic reputation is dependent on the university. We conclude that satisfaction with academic factors is more important for international students than satisfaction with non-academic aspects.     

What Should University Admissions Tests Predict?

University admissions tests should predict an applicant's ability to succeed in college, but how should this success be defined and measured? The status quo has been to use 1st-year grade point average (FYGPA) as the key indicator of college success, but a review of documents such as university mission statements reveals that universities expect students to develop a broad range of skills that are not always fully captured by FYGPA. In this article, evidence related to college and university documents are reviewed and analyzed for common links with regard to the essential capabilities these institutions purport to seek and to develop in their students. A conceptual model outlining what outcomes admissions tests ought to predict is then presented and discussed. Finally, the article considers whether admissions testing ought to be based on an applicant's aptitude, ability, or achievement in the essential skill areas that most universities aim to develop in their students.     

Now you’re making it up,brother: Paul Robeson,HUAC, and the challenge of institutional narrative authority

In the mid 1950s, the House Committee on Un-American Activities was a rhetorical colossus. Within the closed doors of a hearing, committee members displayed a rhetorical mastery of procedural, topical, and logical moves that left even the best-prepared witnesses sputtering. HUAC used institutional narrative authority as a major rhetorical resource. This strategy rhetorically produced a narrative “reality” conducive to achieving institutional goals. Having established the “official” version of events, the committee situated further argumentation within a value hierarchy that placed national security above “secondary” values that witnesses attempted to invoke in their defenses. A notable exception to the committee's rhetorical dominance came in the 1956 testimony of Paul Robeson, an African American singer and activist who had been called before the committee to answer for pro-Soviet statements he made while traveling abroad. Using a number of rhetorical tactics to disrupt the institutional narrative, Robeson was able to recontextualize his comments within an interpretive framework of racial justice in America – a debate the committee was less prepared to handle. This article contributes to ongoing studies of institutional rhetoric, especially rhetorical argumentation that takes place within institutional settings.     

高校来华留学生管理行为偏差探源

高校来华留学生管理行为偏差是指高校出于追求教育资源或提高社会声誉等目的,在进行来华留学生管理过程中发生偏离相应制度或规范的行为,集中表现在入学标准设置过低、考核标准与考试程序过松、日常生活条件待遇过高、违法违纪行为处理过宽。高校在政府、市场双重逻辑裹挟下偏离其留学生管理行为的应然逻辑,在留学生管理事务上追求指标政绩,施行顶格管理;陷入制度依赖误区,缺乏创新管理;盲目迎合市场评价,偏离发展规律。作为一个独立的行为主体,高校应明确自身的价值与使命,坚守大学精神,理性重塑与政府、市场之间的关系,用创新、科学的管理思维进行来华留学生的管理,矫正来华留学生管理中的行为偏差。     

A Doubled Heterotopia: Shifting Spatial and Visual Symbolism in the Jewish Museum Berlin's Development

This essay considers the rhetoric of space in a rapidly transforming culture. Using Michel Foucault's concept of “heterotopias” to understand the rhetorical power of a building's disposition, it is argued that the Jewish Museum Berlin contains two heterotopias, one within the other. The first is Daniel Libeskind's original building design in relation to the surrounding city, but the second is the placement of an art installation, Menashe Kadishman's Shalechet, in a central location within the museum. The doubling of heterotopian space uses dialectical–rhetorical transcendence to build identification with the museum's message for an increasingly international audience.     

What's in a name? The impact of reputation and rankings on the teaching income of English universities

This study examines the impact of universities’ reputation on teaching income and demonstrates how strongly reputation may affect the fees that they can charge. Higher Education is increasingly competitive and international, and institutions are preoccupied with national and international prestige. Research output is demonstrably central to reputation and, specifically, to global rankings, but less has been written about the benefits of high prestige for teaching income and the ability to charge high fees. This article uses English data to show the impact when fees are partially deregulated. Public universities with high rankings in global league tables and on domestic measures can command teaching income per student which is very much higher (in this case typically more than a third) than lower‐prestige institutions. This financial return to prestige further increases universities’ incentives to seek high positions in league tables and establish a reputational brand.     

基于语料库的英文索赔信体裁分析

以40封英文索赔信作为语料,运用语料库分析软件对索赔信进行体裁分析,目的在于观察和解读其特有的语步框架及词语模式。对索赔信的系统实证研究是从宏观和微观两个方面展开的,归纳出其六大语步结构和功能;并对其词汇特点进行分析和解读。旨在为专门用途英语写作教学提供有价值的依据,加深二语学习者对索赔信体裁的理解,熟练地撰写索赔信。     

Competition unleashed: horizontal differentiation in German higher education

Unlike in the US and other western countries, the higher education market in Germany has been sheltered from competition. This changed recently, when a governmental ‘excellence initiative’ began to allocate substantial supplementary funds dependent on higher education institutions’ performance, in 2005. This study is aimed at assessing differentiation tendencies arising from the acute need to become more discernible in an increasingly competitive environment. Based on a content analysis of the full sample of German higher education institutions’ mission statements, we measure the degree of horizontal differentiation among institutions, applying correspondence and cluster analysis techniques. We conclude that horizontal differentiation is not incisive to date, and identify idle potential for creating a more perceptible brand personality.     

Internationalization with Chinese Characteristics

The popularity of international league tables has intensified the competition in the global higher education market. Countries across the world have been actively participating in the global ranking exercises, aiming to enhance the competitiveness and reputation of their higher education systems globally. Like its Western counterparts, China has also committed to establishing world-class universities. In this context, the article examines the internationalization of higher education in China. Discourse analysis is adopted to analyze milestone policies issued in the past three decades to illustrate China's changing response to internationalization, which can be categorized in distinct stages, including awareness, response, and adaptation to and determination of the process of internationalization. The shifting strategy toward internationalization indicates that higher education is increasingly used as an essential tool to enhance China's national competitiveness and international influence as a whole.     

Higher Education

We attempt to prove the hypothesis that, under certain conditions, a phenomenon of propitious selection may arise on the higher education market: When talented university entrants favor applying to branded universities, the latter are able to automatically build up a positive reputation without having to actually improve the quality of their educational process. We have performed an econometric modeling and regression analysis on a set of data that were obtained from a survey of Moscow university freshmen to show that high school graduates with high scores on the Unified State Exam (USE) really are oriented toward branded universities and that these prospective students believe that obtaining a prestigious degree is even more important than entering any particular profession. Entrants lack complete information about the quality of education at any given university. The analysis of university rankings presented in this article shows that they are unable to completely solve this information asymmetry since they contain signal distortions introduced by their ranking methodology. These rankings primarily prioritize the research activity of faculty members, and they ignore their teaching performance and work with students. Therefore, often universities design their policies in such a way as to privilege the criteria that are used in rankings, and they focus on improving precisely these indicators at the expense of other considerations. As a result, branded universities are able to distinguish themselves from conventional higher education institutions not by actually providing higher quality educational services, but by selecting the best applicants and benefiting from the powerful peer effect of having these students study together. In this way, these universities can produce excellent graduates that ensure their positive reputation in the eyes of employers and at the same time increase their brand value by raising their position in the rankings.     

Mission and Diversity Statements: What They Do and Do Not Say

For this study we used institutional web sites to examine the mission statements of 80 higher education institutions for messages about diversity. Of the 80 institutions, 59 (75%) referenced diversity in their mission statements; but only 19% defined diversity in racial or ethnic terms. In addition to mission statements, 52 (or 65%) of the 80 institutions had a separate diversity statement; but only 18 of these were an official institutional statement. These treatments of diversity are interesting in light of the changing demographics of the incoming college student population and the recognized need for greater cultural development or awareness on campuses. If mission and diversity statements reflect the priorities of the institution, 35% of the institutions in the sample said nothing about diversity.