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The evaluation and continuous improvement of the quality of teaching and learning in higher education is an issue of sustained concern. While most universities are implementing systems of quality assurance, there is substantial variation in the principles underlying these systems. La Trobe University has developed and implemented a university‐wide system of quality assurance that ensures that each subject is systematically reviewed and enhanced by those teaching in the subject. While it incorporates compulsory student evaluation of teaching of each subject the result of this student evaluation is not the focus of the quality assurance system. The focus is on ensuring that those teaching the subject, reflect on and make recommendations for further improvement of the subject. Outlines the quality assurance system, the principles on which it is based and describes and analyses the processes engaged in during its development.

The purpose of this paper is to understand, from children's perspectives, the commercial marketing strategy of selling breakfast cereals with “insert toys” targeted at children.

The study is based on four focus group interviews conducted with 16 children (8‐9 years of age) concerning 18 different breakfast cereal packages. The theoretical framework integrates childhood sociology, critical discourse analysis and talk‐in‐interaction. This theoretical and methodological combination is used to show how children, in local micro settings of talk, make use of the discourses that are available to them to produce and reproduce social and cultural values about marketing with “insert toys”.

The present findings suggest that, from children's perspectives, “insert toys” are constituted by cultural and social patterns extending far beyond the “insert toy” itself. For example, the analysis shows that it is not biological age that defines what and how consumption is understood.

The focus group material provides understandings of marketing strategies and consumption practices from children's perspectives. When the children talk about children and adults, hybrid agents of the “child‐adult”, the “adult‐child” and the “childish child” are constructed. These hybrids contradict research that dichotomizes children and adults likewise children's understandings of consumption based on age stages. Accordingly, age is rationalized into an empirically investigated category rather than being used as a preset category set out to explain children's behaviours.

Analysis of the focus group interactions shows that the way the market and marketing as well as children and adults are talked about is crucial to understanding children's and parents' actions as consumers.

Using the example of LEGO Friends, we investigate the discourses that develop when second-order consumers attribute moral weight to the production and marketing of toys perceived to sharpen and enforce gender norms.

We analyze reactions to LEGO Friends through a discourse analysis of online data collected from English-language blogs and news sites. The data is coded iteratively within the two primary categories of gender and the market.

We argue that children’s toys have reemerged as a moral battlefield where consumers stake out positions on the feminization and sexualization of young girls, forcing companies to take strong ideological stances while competing for market share. We show that in the debate over LEGO Friends, consumers’ discursive constructions of moral play were embedded in a heteronormative middle-class ideal that discourages expressions of stereotypical femininity.

Our data is limited to a number of online forums blogs and web sites. We do not claim to have exhaustively catalogued the reactions to LEGO Friends, but merely to have explored discursive positions staked by consumers in the unfolding debate.

This research shows that companies can benefit from addressing second-order consumers’ negotiations of brand meanings in their marketing research and campaigns, and thus avoid becoming the next target of a moral panic.

Our paper addresses brand meaning negotiations by second-order consumers, in this case buyers of children’s toys.

This paper aims to explore how home economists, employed by the Good Housekeeping Institute, may have influenced the use of principles from the home economics movement in advertising appeals for electric appliances.

A content analysis of more than 400 print advertisements from Good Housekeeping magazine, from 1916 to 1929, was conducted to determine whether manufacturers used appeals derived from the home economics movement in their advertising. Then, the Good Housekeeping Institute’s history is explored to suggest how its relationship with manufacturers may have resulted in the use of the home economics movement’s principles in advertising appeals for electric appliances.

The content analysis shows that principles of the home economics movement appeared in advertising appeals for electric appliances in advertisements placed in Good Housekeeping magazine during the period studied. Through its unique relationships with electric appliance manufacturers, the Good Housekeeping Institute seems to have taught manufacturers how to position electric appliances by incorporating the principles of the home economics movement in their advertising appeals.

This research demonstrates how a commercial organization successfully navigated its relationships with manufacturers and consumers for mutual benefit.

This work is the first to link the Good Housekeeping Institute’s work with manufacturers to its influence on advertising appeals. This work also expands understanding of the influence of women on marketing practice. Existing literature on women’s publications is also broadened by analyzing Good Housekeeping, rather than the more frequently studied Ladies’ Home Journal.