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Examines an increasingly important feature of further and higher education provision: the development of distance‐learning opportunities for managers and teachers interested in education management qualifications in the context of a newly marketized education service in England and Wales. Draws on a university survey of prospective distance‐learning “clients” who had expressed an interest in postgraduate education management courses ‐ now a major growth area ‐ and analyses their stated needs and concerns. Considers, also, the impact of the developing education market on the professional demand for distance learning, and examines how far quality provision and academic excellence can be delivered and maintained by institutions as the new “value for money” imperative, increasingly driving the “professional development business”, becomes further established in further and higher education.

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