Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher EducationHow 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. |
Contents
This Little Student Went to Market | 11 |
Nietzsches Niche The University of Chicago | 33 |
Benjamin Rushs Brat Dickinson College | 52 |
Star Wars New York University | 66 |
MANAGEMENT 101 | 91 |
The Dead Hand of Precedent New York Law School | 93 |
Kafka Was an Optimist The University of Southern California and the University of Michigan | 110 |
Mr Jeffersons Private College Darden Graduate School of Business Administration University of Virginia | 130 |
The Market in Ideas Columbia University and the Massachusetts Institute of Technology | 164 |
The British Are Comingand Going Open University | 185 |
THE SMART MONEY | 205 |
A Good Deal of Collaboration The University of California Berkeley | 207 |
The Information Technology Gold Rush IT Certification Courses in Silicon Valley | 221 |
Theyre All Business DeVry University | 240 |
The Corporation of Learning | 255 |
Notes | 265 |
VIRTUAL WORLDS | 147 |
Rebel Alliance Classics Departments in the Associated Colleges of the South | 149 |
Acknowledgments | 315 |