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The Kindle does not support the DRM'd (ie protected) ebooks, I had the same experience when I tried to get some ebooks from my public library.
How long have you had the Kindle? If you haven't had it long then you might want to return it and get a Nook or a Sony reader if your sole purpose for purchasing it was university ebooks.
The alternative is to break the protection which is illegal so you won't get any help from people on this forum.
Perhaps Amazon will allow for drm books in the future but from what I've read it doesn't sound likely.
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