The Marketing of Higher Education: What is Being Sold?

Discussants: Elene Jibladze and Renata Kralikova, PhD candidates at the Department of Public Policy, CEU

Moderator: Marvin Lazerson, Professor at the Department of Public Policy

David Kirp has been invited by HERG as an author of the renown book Shakespeare, Einstein and the Bottom Line: The Marketing of Higher Education (Harvard University Press, 2003) where he shares his experience and observations on how the colleges and universities are being run in the USA. Based on the analysis provided in his book, in his lecture Prof. Kirp put forward observable shift of locus in the operation of higher education institutions towards commercialization, discussed main reasons and results of this development. The lecture was followed by a discussion that focused on advantages and disadvantages of the commercialization process.