Mission and Money

MissionandMoneygoesbeyondthecommonfocusoneliteuniversitiesandexaminestheentirehighereducationindustry,includingtherapidlygrowingfor-profitschools.Thesectorincludesresearchuniversities,four-yearcolleges,two-yearschools,andnon-degree-grantingcareeracademies.Manyinstitutionspursuemission-relatedactivitiesthatareoftenunprofitableandengageinprofitablerevenueraisingactivitiestofinancethem.Thisbookcontainsagooddealoforiginalresearchonschools'revenuesourcesfromtuition,donations,research,patents,endowments,andotheractivities.Itconsiderslobbying,distanceeducation,andtheworldmarket,aswellasadvertising,branding,andreputation.Thepursuitofrevenue,whileessentialtoachievethemissionofhigherlearning,issometimesinconflictwiththatmissionitself.Thetensionbetweenmissionandmoneyisalsohighlightedinthechapterontheprofitabilityofintercollegiateathletics.Theconcludingchapterinvestigatesimplicationsoftheanalysisforpublicpolicy.