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 (author), Jeffrey T. Holman (contributor), Debra Solomon (contributor), Jonathan VanAntwerpen (contributor), Elizabeth Popp Berman (contributor), Patrick A. Roberts (contributor)Paperback

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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?

About Author

David L. Kirp is Professor of Public Policy at the University of California, Berkeley, and the author of many books, including Almost Home: America's Love-Hate Relationship with Community. Jonathan VanAntwerpen is Director of Communications and Program Director at the Social Science Research Council. He is editor of The Immanent Frame, an SSRC blog on secularism, religion, and the public sphere.


* Introduction: The New U * Part I: The Higher Education Bazaar *1. This Little Student Went to Market *2. Nietzsche's Niche: The University of Chicago *3. Benjamin Rush's "Brat": Dickinson College *4. Star Wars: New York University * Part II: Management 101 *5. The Dead Hand of Precedent: New York Law School *6. Kafka Was an Optimist: The University of Southern California and the University of Michigan *7. Mr. Jefferson's "Private" College: Darden Graduate School of Business Administration, University of Virginia * Part III: Virtual Worlds *8. Rebel Alliance: The Classics Departments of Sixteen Southern Liberal Arts Colleges *9. The Market in Ideas: Columbia University and the Massachusetts Institute of Technology *10. The British Are Coming--and Going: Open University * Part IV: The Smart Money *11. A Good Deal of Collaboration: The University of California, Berkeley *12. The Information Technology Gold Rush: IT Certification Courses in Silicon Valley *13. They're All Business: DeVry University * Conclusion: The Corporation of Learning * Notes * Acknowledgments * Index

Product Details

  • ISBN13: 9780674016347
  • Format: Paperback
  • Number Of Pages: 336
  • ID: 9780674016347
  • ISBN10: 0674016343

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