This article will provide data from research about innovative and creative variables that impact the contemporary, 21st century professoriate. The article includes a discussion of the evolution of the roles and responsibilities of the professoriate/faculty in universities and colleges. Also included is the importance and necessity of the theory of entrepreneurship, creating more demanding roles and responsibilities of professors. Additionally, marketing, recruitment, enrollment, and retention of students now impacts job security for faculty and innovative and creative programming and marketing strategies play critical roles for the expectations for the contemporary professoriate. Synthesis of the data and its impact on the ``new'' professoriate'' will be presented to demonstrate a comprehensive approach for universities and colleges, in order to maximize the college experience for all.
Keywords: Evolving professoriate, Innovative programming, Creative marketing, Retention, Recruitment, The business of higher education.