Chronicle profiles new direction at uPhoenix

February 8, 2011

The Chronicle of Higher Education got a behind-the-scenes look last month at some of the new recruiting techniques, education moves, and marketing efforts Apollo Group Inc. is using to reshape the University of Phoenix. The timing of the changes, the publication notes, is hardly coincidental, as uPhoenix and the multi-billion for-profit PSE industry it helped to build face the greatest political, financial, and PR pressures in their history. The re-engineering, which includes a mandatory student orientation program and a new compensation system for enrolment and financial-aid counsellors, is designed to attract a different kind of student. While some industry observers say uPhoenix's strategy is a financial risk, others see the new direction possibly resulting in the company relying more on corporate alliances and global ventures to make its numbers. The Chronicle of Higher Education (subscription required)