This paper focuses on the management and change domains of educational technology (ET), namely the need for ET leadership in higher education. Leadership issues are examined with respect to instructional development, faculty development, and instructional technology/media management in higher education and the roles ET practitioners can play. Other topics include: a description of the transformative process underway in higher education driven by technological innovations; raising awareness of the need for ET practitioners and doctoral students to aspire for administrative leadership positions for effective policy formulation, strategic planning, management, evaluation, and implementation of instructional development; and discussion of the essential skills and strategies for achieving ET leadership in colleges and universities. The authors are in favor of ET professionals going beyond providing basic services or merely running equipment distribution units, and advocate leading the change in instructional development, technology integration in the learning process, managing resources and effectively collaborating with faculty in designing instruction. They also advocate for positions that will permit the ET professional to work with institutional leaders in policy-making and in planning for instructional technology deployment, faculty development, and instructional development. The term ET professionals is used to refer to individuals with formal training in the field of ET, instructional technology, instructional media, instructional systems, educational communications and all related areas, and those who have work experience in the field. (Contains 29 references.) (Author/AEF)