ABSTRACT
Educational leaders act as market entrepreneurs in order to ensure return on investment to university authorities and their donors. This chapter focuses on the educational leaders in predetermined market-driven preferences. It explains the roles of the educational leaders in the government's democratisation agenda. The educational leaders can only provide good tuition to their student clientele (what an entrepreneurial university demands) if they themselves are credible supervisors and teachers. In today's South African higher education landscape, by far the most important 'instrument' used to gauge the academic competence and scholarly worth is to gain a National Research Foundation (NRF) rating. The educational leaders should exploit opportunities to raise and solicit external funds for research projects, on one hand, and marketisation of their academic programmes, on the other hand. Cosmopolitan education is also about recognising the (mis)understandings of self that serve to shape the (mis)recognitions of others.
