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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.

Based on Bennett's theoretical framework, “The Digital Practitioner,” rooted in Maslow's Hierarchy of Need, this mixed-method study investigated the digital identity of the Pakistani universities' faculty in the COVID-19 context. The data revealed that the faculty is willing to adopt digital identity with modesty, empathy, and positivity while the negative feelings like fear, risk, and mistakes have been accepted with optimism. The implications of the study guide the policymakers in academia to reflect on the teachers' digital identity and address their fears and challenges through institutional support and proper professional development opportunities.

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