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Erschienen in:
Reputation Management, Social Embeddedness, and Rationalization of Universities Kapitel lesen Erstes Kapitel lesen

2019 | OriginalPaper | Buchkapitel

7. Marketing the American University: Professionalization of Development in Entrepreneurial Universities

verfasst von : Nadine Ann Skinner, Francisco O. Ramirez

Erschienen in: Universities as Agencies

Verlag: Springer International Publishing

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Abstract

The history of American higher education requires understanding the significant impact of private philanthropy. Even given the long relationship, today’s higher education fundraising practices are professionalized to an extent never before seen. The university in America today is in constant communication with a variety of internal and external stakeholders through a range of media. As messaging has significant ramifications for a university, including financial consequences, communications and development have become an omnipresent and highly professionalized feature of the university. This chapter provides an analysis of website research which suggests that development offices are highly institutionalized and professional fundraisers serve as leaders in the modern American university.

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Vorheriges Kapitel What We Stand For: Reputation Platforms in Scandinavian Higher Education
Nächstes Kapitel Enacting Diversity in American Higher Education
Fußnoten
1
The inscription reads “After God had carried us safe to New England, and had builded our houses, provided necessaries for our livelihood, reared convenient places for God’s worship, and settled the civil government: one of the next things we longed for, and looked after was to advance learning and perpetuate it to posterity; dreading to leave an illiterate ministry to the churches when our present ministers shall lie in the dust.”
 
2
For a full account of the data and methods used in this chapter, please see Chapter 1.
 
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Metadaten
Titel
Marketing the American University: Professionalization of Development in Entrepreneurial Universities
verfasst von
Nadine Ann Skinner
Francisco O. Ramirez
Copyright-Jahr
2019
Buch
Universities as Agencies

Print ISBN: 978-3-319-92712-1

Electronic ISBN: 978-3-319-92713-8

Copyright-Jahr: 2019

DOI
https://doi.org/10.1007/978-3-319-92713-8_7