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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.

1. An introduction to the higher education industry

2. The higher education business and the business of higher

education -  now and then

3. Is higher education becoming increasingly competitive?

4. The two-good framework: how and why schools are  alike and

different

5. Tuition, price discrimination, and financial aid

6. The place of donations in the higher education 

industry

7. Endowments: financing the mission

8. Generating revenue from research and patents

9. Other ways to generate  revenue - wherever it may be found:

lobbying, distance education, and the world market

10. Advertising, branding, and  reputation

11. Are public and nonprofit schools 'businesslike'?

Cost-consciousness and the choice between higher-cost and 

lower-cost faculty

12. Not quite an ivory tower: schools compete by

collaboration

13. Intercollegiate athletics: money or  mission

14. Mission or money: what do colleges want from their athletic

coaches and presidents?

15. Concluding remarks:  what are the public policy

issues?

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书籍介绍

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.