Education, Markets and the Pedagogy of Personalisation

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The marketisation of education in England began in the 1980s. It was facilitated by national testing (which gave objective and comparable information to parents), and by the New Public Management (which introduced a posteriori funding and competition among providers). Now a new complementary phase of marketisation is being introduced: personalisation, whose intellectual provenance is in marketing theory. Conceptually, personalisation is imprecise; practically, at this stage, its intended effects within schools may amount to no more than a new legitimatory rhetoric which leaves pedagogy and the curriculum little changed.


Original languageEnglish
Pages (from-to)365-381
Number of pages17
JournalBritish Journal of Educational Studies
Issue number4
Publication statusPublished - 1 Dec 2008


  • pedagogy, personalisation, marketisation, curriculum, education