Mission and Money: Understanding the University

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2010-03-29
  • Publisher: Cambridge University Press
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Mission and Money goes beyond the common focus on elite universities and examines the entire higher education industry, including the rapidly growing for-profit schools. The sector includes research universities, four-year colleges, two-year schools, and non-degree-granting career academies. Many institutions pursue mission-related activities that are often unprofitable and engage in profitable revenue raising activities to finance them. This book contains a good deal of original research on schools' revenue sources from tuition, donations, research, patents, endowments, and other activities. It considers lobbying, distance education, and the world market, as well as advertising, branding, and reputation. The pursuit of revenue, while essential to achieve the mission of higher learning, is sometimes in conflict with that mission itself. The tension between mission and money is also highlighted in the chapter on the profitability of intercollegiate athletics. The concluding chapter investigates implications of the analysis for public policy.

Table of Contents

Illustrationsp. ix
Prefacep. xiii
An Introduction to the Higher Education Industryp. 1
The Higher Education Business and the Business of Higher Education – Now and Thenp. 9
Is Higher Education Becoming Increasingly Competitive?p. 39
The Two-Good Framework: Revenue, Mission, and Why Colleges Do What They Dop. 58
Tuition, Price Discrimination, and Financial Aidp. 77
The Place of Donations in Funding the Higher Education Industryp. 102
Endowments and Their Management: Financing the Missionp. 130
Generating Revenue from Research and Patentsp. 149
Other Ways to Generate Revenue – Wherever It May Be Found: Lobbying, the World Market, and Distance Educationp. 162
Advertising, Branding, and Reputationp. 175
Are Public and Nonprofit Schools “Businesslike”? Cost-Consciousness and the Choice between Higher Cost and Lower Cost Facultyp. 196
Not Quite an Ivory Tower: Schools Compete by Collaboratingp. 206
Intercollegiate Athletics: Money or Mission?p. 218
Mission or Money: What Do Colleges and Universities Want from Their Athletic Coaches and Presidents?p. 251
Concluding Remarks: What Are the Public Policy Issues?p. 278
Appendixp. 295
Referencesp. 309
Indexp. 333
Table of Contents provided by Ingram. All Rights Reserved.

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