Over the past decade, deliberate efforts to "market" colleges and universities to specific audiences have gone from being a marginal--and somewhat suspect--activity in higher education to becoming a strategic imperative. Heightened competition for top students, increasing bottom-line pressures due to tuition discounting and comparative "shopping"…

Higher education is seen as an industry. The roles of a faculty member who manages a department or a division in an institution are discussed including: planner, evaluator, recruiter, innovator, motivator, and entrepreneur. Faculty members need to increase productivity. (MLW)

The University of California at Berkeley's substantial reorganization of the biological sciences due to internal and external needs is chronicled, focusing on the coordinated efforts of the institution and the strong, supportive leadership of the chancellor. The story is presented as an unusual case of institutional leadership within a highly…