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Educate Or Litigate? The Mindsets Of Advancing Knowledge And Maintaining Financial Stability In Higher Education, Cherri Brown, Cheryl Lentz

Publications

The educational mindset for online higher degrees, specifically the master’s and doctoral journey, shifted from the refractive thinking perspective as transformational experiences, producing objective decision-making processes, to transactional business exchanges, and in some institutions, an exchange for investors and stakeholders. Nehrlich (2006) coined “transactional exchange” as an exchange of one thing for another involving some form of gain. This chapter presents the business of marketing higher education programs (i.e., master’s and doctoral degrees) and the front-line faculty positioned to achieve an institution’s profit margin derived from degree production. Our goal is to discuss the losses and gains when faculty, who …