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Essay / Research Paper Abstract
This 6 page paper looks at marketing as it respects universities. However, this unique university targets older, working adults. The market segment is discussed as is the strategy of this organization to attract and keep students. Bibliography lists 9 sources.
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6 pages (~225 words per page)
File: RT13_SA339UOP.rtf
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adult market. Instead of setting its sights on the 18- to 22-year-old age group this university actually started in an effort to teach working adults (Symonds, 2003). In fact, when
applying to this university, candidates must be employed full time or have access to an organization to apply the knowledge ("University," 2003). Applicants also must be at least twenty-one years
of age (2003). No teens need apply. At first glance, the strategy seems rather self-defeating as the primary target market for colleges and universities is indeed the younger niche. Yet,
the fact that older applicants are desired is not the only way that the University of Phoenix Online is different. Instead of tenured professors, working professionals serve as teachers (Symonds,
2003) . However, it is not a small operation. There are nine thousand faculty members in all, but only 250 or so work as full time employees (2003). One can
then imagine that the students are getting real professionals to teach a trade for which they are certainly qualified. All too often teachers and professors are considered "wannabes." The old
clich? that if someone cannot do something, they simply teach it is relevant here. Artists who have not made it, and potential film directors who also could not cut it
in the real world, teach what they have learned. In some way it is better to have qualified professionals teach what they know. Also, because the students are working, the
knowledge is applied immediately. Often, after a four year education, a college graduate is well rounded, but what is taught is often forgotten or simply not used. When one goes
to this school, that is not the case. An interest point about this university is that unlike most, it is a for-profit institution (Symonds, 2003). It is also something that
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