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Marketing Plan Essay

6735 words - 27 pages

University of Phoenix is a college that offers instruction geared toward theworking adult. The University thrives on the concept of offering different ways for a busy, working adult to receive a degree without sitting in lecture halls several times a week. Adults that attend U of P are mainly working or busy parents wanting to obtain a higher education in an environment tailored to their needs and schedules.Offering more instruction options will set the University apart from the rest. Currently the college offers on-ground classes that are attended once a week for four hours. Online classesare also offered and require a set amount of time to be logged on the internet. With the addition of webinars and teleconferences, University of Phoenix will give their students more options for success.University of Phoenix Web ClassesIn today's business world global competition, slowing economies and an increase in an educated population have made a college degree a necessity for any individual wanting to enter the workforce. In recent years, a high school diploma was all that was needed to obtain a job; however, now in these times, organizations are expecting their workforce to hold college degrees. With an unprecedented unemployment rate comes a greater amount of candidates for employers to choose. This means that prospective employees will have to strive for a higher degree and will have to attend an institution with a good reputation in order to differentiate themselves from other available candidates.In 1976, a Cambridge Professor named Dr. John Sperling recognized that as students leaving high school started receiving a higher education, it was necessary for more mature employees to keep up with the trend by furthering their education as well. It became necessary for the adult workforce to find ways to fit schooling into an already overflowing schedule of work and home life. Dr. Sperling created University of Phoenix to help those individuals learn, live and grow without jeopardizing all aspects and responsibilities a working, adult student may have. (2008)U of P is now one of the largest private universities around and offers more than 100 degree programs to students in countries all over the globe. In order to accommodate its target market of working adult students, U of P offers its classes in a variety of environments. There are over 200 worldwide on-ground locations, and it offers online courses run through an interactive, chat room forum. Classes may be held in groups or with single students directed by an instructor.One arena that U of P would like to expand in is the webcasting environment. Students often choose on-ground classes because they feel they need the interaction with an instructor in order to better comprehend the information being presented. They enjoy the social aspect of learning with real people and the convenience of having the instructor on hand for immediate responses to questions they may have.Students choosing online classes...

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