Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education

Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education

by David L. Kirp
     
 

ISBN-10: 0674011465

ISBN-13: 9780674011465

Pub. Date: 11/30/2003

Publisher: Harvard

How can you turn an English department into a revenue center? How do you grade students if they are "customers" you must please? How do you keep industry from dictating a university's research agenda? What happens when the life of the mind meets the bottom line? Wry and insightful, Shakespeare, Einstein, and the Bottom Line takes us on a cross-country tour

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Overview

How can you turn an English department into a revenue center? How do you grade students if they are "customers" you must please? How do you keep industry from dictating a university's research agenda? What happens when the life of the mind meets the bottom line? Wry and insightful, Shakespeare, Einstein, and the Bottom Line takes us on a cross-country tour of the most powerful trend in academic life today--the rise of business values and the belief that efficiency, immediate practical usefulness, and marketplace triumph are the best measures of a university's success.

With a shrewd eye for the telling example, David Kirp relates stories of marketing incursions into places as diverse as New York University's philosophy department and the University of Virginia's business school, the high-minded University of Chicago and for-profit DeVry University. He describes how universities "brand" themselves for greater appeal in the competition for top students; how academic super-stars are wooed at outsized salaries to boost an institution's visibility and prestige; how taxpayer-supported academic research gets turned into profitable patents and ideas get sold to the highest bidder; and how the liberal arts shrink under the pressure to be self-supporting.

Far from doctrinaire, Kirp believes there's a place for the market--but the market must be kept in its place. While skewering Philistinism, he admires the entrepreneurial energy that has invigorated academe's dreary precincts. And finally, he issues a challenge to those who decry the ascent of market values: given the plight of higher education, what is the alternative?

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Product Details

ISBN-13:
9780674011465
Publisher:
Harvard
Publication date:
11/30/2003
Pages:
336
Product dimensions:
6.12(w) x 9.25(h) x (d)

Table of Contents

Introduction: The New U1
IThe Higher Education Bazaar
1This Little Student Went to Market11
2Nietzsche's Niche: the University of Chicago33
3Benjamin Rush's "Brat": Dickinson College52
4Star Wars: New York University66
IIManagement 101
5The Dead Hand of Precedent: New York Law School93
6Kafka Was an Optimist: The University of Southern California and the University of Michigan110
7Mr. Jefferson's "Private" College: Darden Graduate School of Business Administration, University of Virginia130
IIIVirtual World
8Rebel Alliance: Classics Departments in the Associated Colleges of the South149
9The Market in Ideas: Columbia University and the Massachusetts Institute of Technology164
10The British Are Coming - and Going: Open University185
IVThe Smart Money
11A Good Deal of Collaboration: The University of California, Berkeley207
12The Information Technology Gold Rush: IT Certification Courses in Silicon Valley221
13They're All Business: DeVry University240
Conclusion: The Corporation of Learning255
Notes265
Acknowledgments315
Index318

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