Abstract

This paper analyzed the marketisation strategies deployed on the website of TUM in Germany using theoretical principle of Critical Discourse Analysis (CDA). The data were mined on 8th of April, 2023 from the official website of TUM, Germany. Rhetorical move analysis approach was adapted to unpack the marketization strategies in the “mission statement” on the website of TUM. The study concludes that dynamic linking of distinct discursive strands such as conversational, advertising and bureaucratic; built in and around the lexico-grammatical structure of “mission statement” on the website of TUM in Germany. The study further concludes that there is “glocalization” in the mission statement of TUM as one of the “universities of excellence” in Germany. In this interdiscursive analytical context, TUM is concurrently embracing the global market-driven values while still upholding a national instrumentalist ideology.