Marketisation of higher education: A genre analysis of university prospectuses in Pakistan

The marketisation of higher education is a global phenomenon in the new millennium as the universities are facing intense competition to manage their financial resources and maintain their academic growth and reputation. Pakistan is also influenced by the globalisation of higher education. In this context, this study is a genre analysis of the introductory pages of prospectuses o Pakistani universities. Through Bhatia's model of Applied Genre Analysis, a six-move generic structure has been identified in the introductory pages of prospectuses to establish it as a complex hybrid promotional genre. The most significant communicative purposes are welcoming, informing, and persuading. The universities appear to borrow discourse from genres like accounts, advertisements, management, and the tourist industry. The analysis reveals that marketisation is deeply rooted in today's higher education in Pakistan.