Technology by its nature has and will continue to reshape higher education. Market forces have created new pressures and new opportunities for higher education to integrate technology into their missions and practices. Interactive technology reduces the power of institutions to define the parameters of knowledge and learning. This essay addresses ways to preserve a broader social conception of learning in a world where markets and technology are combining to reshape higher education. The availability of a new medium yields an expanded range of educational providers. Traditional students should be addressed as consumers who have choice in the educational market. Successful institutions will effectively navigate the tension between gown and badge while retaining their core missions and values. Institutions must devise strategies to remain engaged with a changing educational market, and willingly seek out the new learning tools technology makes available. Faculty members should look at learning processes and apply those lessons to their own teaching in order to best provide effective educational experiences to students. Electronic learning tools, including Web-based programs of instruction, can help institutions become more effective and more accountable. (HB)