Affiliation:
1. Obafemi Awolowo University, Nigeria
Abstract
This chapter drew samples from websites of twenty-four purposively selected universities in Nigeria. The data were interpreted drawing insights from critical discourse analytic approach and systemic functional linguistics and Roper and Parker's presentation of the theoretical paradigms of branding. The study found that universities based their marketisation and differentiation on the maximization and foregrounding of the environment, prominence, achievements, products, institutional integrity, and transformation. The study concluded that the engagement of these issues has brought about a healthy competition among the universities in Nigeria and transformation in marketization of universities in the country.
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