Shakespeare, Einstein, and the Bottom Line

The Marketing of Higher Education

David L. Kirp

    Introduction: The New U

    Part I: The Higher Education Bazaar

    1. This Little Student Went to Market

    2. Nietzsche's Niche: The University of Chicago

    3. Benjamin Rush's "Brat": Dickinson College

    4. Star Wars: New York University

    Part II: Management 101

    5. The Dead Hand of Precedent: New York Law School

    6. Kafka Was an Optimist: The University of Southern California and the University of Michigan

    7. Mr. Jefferson's "Private" College: Darden Graduate School of Business Administration, University of Virginia

    Part III: Virtual Worlds

    8. Rebel Alliance: The Classics Departments of Sixteen Southern Liberal Arts Colleges

    9. The Market in Ideas: Columbia University and the Massachusetts Institute of Technology

    10. The British Are Coming-and Going: Open University

    Part IV: The Smart Money

    11. A Good Deal of Collaboration: The University of California, Berkeley

    12. The Information Technology Gold Rush: IT Certification Courses in Silicon Valley

    13. They're All Business: DeVry University

    Conclusion: The Corporation of Learning

    Notes

    Acknowledgments

    Index

  • Cover: Shakespeare, Einstein, and the Bottom Line
  • A photo of the author

Author photo by Brian D. Veazey

David L. Kirp is Professor of Public Policy at the University of California at Berkeley and the author of fourteen books, most recently Almost Home: America's Love-Hate Relationship with Community.