A key manifestation of market forces permeating higher education is the marketised discourse in universities’ vision and mission statements, promoting institutional brands and offerings. This study set out to explore how 59 Ghanaian universities marketise themselves in their vision and mission statements. Drawing on critical discourse analysis (CDA) and a metadiscourse model of stance, a textual analysis revealed six key marketisation strategies: (1) trumpeting excellence, global aspirations and partnerships; (2) highlighting niche specialisations; (3) declaring commitment to knowledge creation and dissemination; (4) pledging positive societal impact: (5) promising holistic and quality education; (6) emphasising ethical, value-based education. In comparison with the public universities, the private and technical universities adopted a more assertive marketing language replete with boosters, attitude markers and hedging expressions. Thus, the identified discoursal differences align with university types and market orientations. These findings offer important implications for higher education development, policy-making of educational stakeholders and further research.

中文翻译：

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愿景和使命：部分加纳大学在市场化话语中的立场

市场力量渗透到高等教育的一个关键表现是大学愿景和使命宣言中的市场化话语，促进机构品牌和产品的推广。本研究旨在探讨 59 所加纳大学如何在其愿景和使命宣言中推销自己。利用批判性话语分析（CDA）和元话语立场模型，文本分析揭示了六种关键的市场化策略：（1）宣扬卓越、全球抱负和伙伴关系； （2）突出利基专业； (3) 声明对知识创造和传播的承诺； (4) 承诺积极的社会影响： (5) 承诺全面和优质的教育； (6)强调道德、价值教育。与公立大学相比，私立和技术大学采用了更加自信的营销语言，充满了助推器、态度标记和对冲表达。因此，所确定的话语差异与大学类型和市场导向一致。这些发现对高等教育发展、教育利益相关者的政策制定和进一步研究具有重要意义。