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Our New Director of Marketing

Some folks say that you can’t run the College like a business, but that logic only goes so far. From this KornFerry ad in the Wall Street Journal, it seems that the administration has hired a headhunder to find the College a Senior Vice President of Marketing and Communications. Marketing?


Note the knowledge factory langauge in the text:

Specifically, it will have responsibility for building and leading a proactive and integrated marketing and communication function that strategically positions and communicates the compelling, impactful and rich intellectual property that Dartmouth, its faculty, and students continually generate.

Not a lot of emphasis in there on educating the hearts and souls of intelligent young women and men? But then, I guess that we are a research university in all but name.

By the way, will the Dean of the Faculty now be re-christened the VP of Production, with the Provost becoming VP of Product Development? Is the Admissions Department to be the East Coast Sales Office? And will we have to call Carol the Interim CEO?

This is how things go when the Board of Trustees is made up of MBA’s with no experience in higher education.

Addendum: Word is that the last guy in the PR position quickly fled to DHMC because he was disgusted at being kicked around by Kim & Co. Therefore we have to do another expensive search.

Addendum: A senior professor writes in with a comment:

Hiring a VP for Marketing is an admission of failure by the Dartmouth administration to correct the issues you so aptly raise every day. Let’s just paper our weaknesses over with a team of lobbyists.


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