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Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education
by David L. Kirp
  Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education
A-HEC Feature Articles:
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Using specific institutional examples David Kirp raises many of the most interesting issues that higher
educational leaders are grappling with.
The stories and issues cross the entire spectrum of institutions from University
of Michigan to New York Law School to DeVry Institute. The issues touched upon include centralized versus decentralized management,
rebranding, distance education, corporate partnerships, and positioning of public, private, and for-profit schools in providing
IT education and training.
The book has a somewhat skeptical tone in terms of the effects of the market on higher
education. But, in the end analysis I found that it presented a balanced view by highlighting that market forces present leaders
with the opportunity to define what their institution is and should be. There are many insightful historical references throughout
that show that some key issues have been in debate for centuries.
This book is a must read for those trying to get
some perspective and ideas on what market forces mean in higher education today. |
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