The marketisation of higher education is a global phenomenon in the new millennium as the universities are facing intense competition to manage their financial resources and maintain their academic growth and reputation. Pakistan is also influenced by the globalisation of higher education. In this context, this study is a genre analysis of the introductory pages of prospectuses o Pakistani universities. Through Bhatia's model of Applied Genre Analysis, a six-move generic structure has been identified in the introductory pages of prospectuses to establish it as a complex hybrid promotional genre. The most significant communicative purposes are welcoming, informing, and persuading. The universities appear to borrow discourse from genres like accounts, advertisements, management, and the tourist industry. The analysis reveals that marketisation is deeply rooted in today's higher education in Pakistan.

中文翻译：

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高等教育市场化：巴基斯坦大学招股说明书的类型分析

高等教育市场化是新千年的全球现象，因为大学在管理其财务资源和保持其学术发展和声誉方面面临着激烈的竞争。巴基斯坦也受到高等教育全球化的影响。在这种情况下，本研究是对巴基斯坦大学招股说明书介绍页面的类型分析。通过 Bhatia 的应用类型分析模型，在招股说明书的介绍页面中确定了一个六步通用结构，以将其确立为一种复杂的混合促销类型。最重要的交际目的是欢迎、告知和说服。这些大学似乎借用了诸如帐户、广告、管理和旅游业等类型的话语。