<p>Newmassdad - Of course I never took a marketing class - I went to U of C! ;-)</p>
<p>Perhaps you’re right, Zimmer may be engaging in a failing battle to make Chicago more mainstream. Do you or others, however, remember the furor in the late 90s caused by Behnke’s change in the marketing materials and the “watering-down” of the Core Curriculum? Alums wrote long op-eds in the NY Times, the Chicago Tribune wrote articles entitled: “The University of Chicago: The Northwestern of Chicago’s South Side,” and students held protests on the quads. If you read a bit farther into Kirp’s work, many argued that while the cover of Chicago’s marketing brochures said “Life of the mind,” the actual brochure itself: “verged on deception, and the depiction was like fingernails on the blackboard to many in Hyde Park. As one student sarcastically noted in the student newspaper, ‘I’m proud to report that there are more references to alcohol and fraternities in the viewbook of the University of Chicago then there is in the brochure for Brown University.’”</p>
<p>At least at the time from what I remember, many saw Behnke’s and Sonnenschein’s actions as a real change in the market targeted, and not just execution of an existing strategy. By all accounts as well, soon after these materials went out to students, the composition of the student body changed. Sure, it was still Chicago, but there was a difference in atmosphere. So, by what I can remember, this all happened about a decade ago in a more dramatic fashion. Here, Nondorf sent out a more generic letter to prospectives. Then, Behnke etc. radically changed all the marketing materials and the administration restructured the core. The latter actions seem more significant to me. </p>
<p>On another note, in terms of finances, from what I can see in the chart you produced, Chicago ranks #9 in financial resources for research universities (I’m assuming here that LACs and research unis can be separated). If you take out more specialized research universities such as MIT and Caltech (which certainly don’t share Chicago’s liberal arts mission), Chicago is #7, and decently ahead of Duke, Columbia, Penn, Northwestern, Brown, etc etc. Combine this with the fact that Chicago has perhaps a top-5 faculty, and you get a school that I’d hardly find to be an anonymous member of the mainstream top 20. Also, if anything, I think the grasp of east coast universities is weaker now than it has been in the mid-20th century, and other areas of the US offer high concentrations of top-level academic talent. </p>
<p>Finally, perhaps we disagree on what Chicago’s goal should be. I draw ire for this on this board, but I don’t really see Chicago as a peer school for Harvard, Yale, etc. As I’ve said before, I consider those schools to be a cut above, and have a bit of deference toward them. Rather, I consider Chicago’s peer schools to be places such as Columbia, Duke, Penn, and Northwestern - prominent, top-class research universities with excellent colleges. It would be my goal for Chicago to compete more favorably with this group of schools, rather than to worry about what going mainstream would do in Chicago’s competition with Harvard et al. </p>
<p>Would you disagree that by becoming more “mainstream,” Chicago would lose footing to the peers I mentioned? If anything, Chicago’s already in a better position of most of the peers I mentioned, save for perhaps Columbia. Also, as I’ve said above, I don’t think enrolling a group of more “mainstream” students would make Chicago a carbon copy of Penn or Duke - the Chicago students still have to run the gauntlet provided by the Chicago faculty. </p>
<p>Finally, again, lets not get ahead of ourselves in terms of what Zimmer is trying to do. He has mentioned an interest in enrolling more future leaders at Chicago, and Nondorf made mention in his letter of the strong opportunities - not JUST in academia - that exist for Chicago graduates. This hardly seems revolutionary to me.</p>