Viewed through a market paradigm, universities can appear as the aggregation of numerous and varied markets. While universities' primary markets focus on teaching and research, they are active in many other markets, most of which support and contribute to their smooth, effective and efficient operation. Using financial and real estate markets as examples, the purpose of this article is to articulate some details that further validate the deepening complexity of the modern multiversity and to help clarify the extent to which market-like activities have infiltrated the institution, creating opportunities and posing threats. The cultural impact of the trend towards marketisation increases the need to protect the academic core of the academy.