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 David L. Kirp Shakespeare, Einstein, And The Bottom Line : Marketing Of Higher Education Kitap Tanıtımı |
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HARVARD UP yayınları 7/2003 Isbn: 0674011465 336 sayfa , Ciltli Dil: İngilizceTürü: Eğitim Genel
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How can you turn an English department into a revenue centre? How do you grade students if they are "customers" you must please? How do you keep industry from dictating a universitys research agenda? What happens when the life of the mind meets the bottom line? Wry and insightful, this book 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 universitys success. Author David Kirp relates stories of marketing incursions into places as diverse as New York Universitys philiosophy department and the University of Virginias business school, the high-minded University of Chicago and for-profit DeVry Univerity. 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 institutions 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 theres 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 academes 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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