Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education, David L. Kirp

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 superstars 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? Это и многое другое вы найдете в книге Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education, (David L. Kirp)