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

Kirp, David L.

 
9780674011465: Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education
Rilegato
ISBN 10: 0674011465 ISBN 13: 9780674011465
Casa editrice: Harvard Univ Pr, 2003

Sinossi

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 Description

The Marketing of Higher Education

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Harvard Univ Pr
Data di pubblicazione
2003
Lingua
Inglese
ISBN 10 
0674011465
ISBN 13 
9780674011465
Rilegatura
Copertina rigida
Numero di pagine
328
Contatto del produttore
non disponibile
Persona responsabile
Amazon EU Sarl
0
www.amazon.com

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Luxembourg
0
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Altre edizioni note dello stesso titolo

9780674016347: Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education

Edizione in evidenza

ISBN 10:  0674016343 ISBN 13:  9780674016347
Casa editrice: Harvard University Press, 2004
Brossura