This article examines the ways in which a high-quality system of undergraduate education is represented in recent policy documents from a range of actors interested in higher education. Drawing on Basil Bernstein's ideas, the authors conceptualise the policy documents as reflecting a struggle over competing views of quality that are expressed through pedagogic discourses. They identify two pedagogic discourses: a dominant market-oriented generic discourse and an alternative discourse that focuses on transformation. They argue that the marketoriented generic discourse is dominant because it is more coherent and more consistently presented than the alternative discourse, which is much more fractured. In conclusion, they argue that refocusing the alternative discourse of quality around students' relations to academic knowledge may offer a way in which to bring the different actors from the higher education field together in order to form a stronger, more cohesive voice.Keywords: higher education policy; pedagogic discourse; Quality; Basil Bernstein; undergraduate education Introduction: markets and quality Recent changes to the funding of undergraduate education in England have been argued to fundamentally challenge the historic role of universities as autonomous and critical institutions (for example, Doherty 2011;Holmwood 2011; Molesworth, Scullion, and Nixon 2011;Collini 2012). Changes in funding are seen as part of a wider set of changes that have for some time been argued to be leading to the 'marketisation' of undergraduate higher education in which universities have increasingly had to compete for students, who are positioned as consumers of higher education (see Dill 1997Dill , 2007Meek and Wood 1997;Williams 1997;Morley 2003; Bok 2006;Brown 2006Brown , 2011aMcCulloch 2009;Cuthbert 2010;Barrett 2011;Dodds 2011;Watson 2011). In the English context, the marketisation of undergraduate education has intensified with rises in student numbers and the introduction and increases in the fees that students pay for their tuition. This has led to a more intense focus on the 'quality' of higher education, as students as customers are seen to require reliable information about the quality of the product they are purchasing, and the competition for these students is seen as improving the quality of the product (Green 1994;Vidovich 2002;Morley 2003;Brown 2006Brown , 2011aBlackmur 2007;Blackmore 2009). Whilst marketisation has led to an increased focus on the quality of undergraduate education, it does not, as Young (2008) notes in relation to knowledge, define the meaning of quality because markets are reliant on definitions from elsewhere. This means that it is important to chart and understand the definitions of quality that are used both implicitly and explicitly in policy documents and the ways in which particular definitions appear to dominate. This matters because what comes to be counted as a quality in relation to undergraduate education helps to shape the basis on which universities are judged and evaluated, and ...