Marketing Strategy - U of P Marketing Strategy 1 University...

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University of Phoenix Online Marketing Strategy MKT 421: Marketing 25 November 2006 University of Phoenix Online Marketing Strategy 1
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The University of Phoenix was founded in 1976. In addition to traditional classes, the University of Phoenix was also one of the first accredited schools to provide complete degree programs over the internet. Its online campus offers an online adult education program regionally accredited college education using the adult learning model. This paper will present an overview of the university’s marketing strategy including the target market and the four P’s of marketing. These are product, place, price, and promotion. Target Market The University of Phoenix online targets its undergraduate program toward working professionals. Many of these working adults would like to obtain higher levels of education to provide upward mobility. To apply for admission, an individual must have a high school diploma (or its equivalent) and be employed or have access to a corporate environment that will allow the application of curriculum concepts. In addition to holding an undergraduate degree, graduate students must also be employed or have access to an appropriate business environment. The University of Phoenix online also makes a special effort to attract military and international students. The university’s customer base consists largely of students that require the flexibility of an online program due to their lifestyle (University of Phoenix, 2006). Product The University of Phoenix online is “the leading accredited university offering online courses in the United States.” (University of Phoenix, 2006) It is the largest accredited university in America, and over 171,000 students have graduated from the school. The university is regionally accredited through the North Central Association of colleges. Programs offered are attractive to working adults due to their flexibility and 2
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ease of access. However, the brand has also been well established and is highly regarded.
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This note was uploaded on 10/18/2008 for the course MKT 421 taught by Professor Wormer during the Spring '08 term at American InterContinental University Illinois.

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Marketing Strategy - U of P Marketing Strategy 1 University...

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