‘Where does my £9000 go?’ Student identities in a marketised British Higher Education Sector

Significant evidence highlights processes of marketisation within British higher education since the 1980s, with changes to the funding, management, and expectations of higher education institutions, students, and staff. Through a cross-national and cross-institutional analysis, this paper explores the identities of students within a marketised British higher education landscape, and specifically, explores the identity of the ‘student-consumer’. Using a mixed methods approach with students from 37 higher education institutions across Britain, this research explores the attitudes, expectations, behaviours, and relationships held by students regarding higher education. Student identity orientations are explored, before the extent to which students’ express attitudes of instrumentalism and entitlement is investigated. The paper concludes that whilst there is evidence of consumerist discourses framing students’ relationship to higher education, students challenge the perception that they are passive consumers, and instead recognise the need to remain active co-producers throughout higher education. These findings have implications for policy and have resonance beyond Britain, as the marketisation of higher education is an increasingly international phenomenon.