Commodification is increasingly likely to be a word that universities need to recognise, understand and apply to their business planning as technology levels the playing field for international student recruitment. Investopedia tells us that it means ‘a basic good used in commerce that is interchangeable with other goods of the same type’. When you put it alongside Clayton Christensen’s ‘jobs to be done’ and the growing availability of university comparison or application sites, it’s easy to see emerging comparisons with the marketplace for car insurance. The point about the ‘jobs to be done’ approach is that it highlights that the purpose of buying a particular good or service is to ‘make progress in specific circumstances’. For most international students (and increasingly home students) the purpose of getting a degree is to get a job and to have decent career prospects.
https://www.universityworldnews.com/post.php?story=20210517102802250
