The For-Profit Schools (University of Phoenix, Strayer University,
Capella University, Kaplan University, Northcentral University, etc.)
continue to be very popular choices for adult learners. University of
Phoenix is now approaching 500,000 students (online and on-campus),
equaling the number of students attending all California State
Universities.
The For-Profit universities attract working
professionals with tuition assistance programs (TAP) at their companies.
These TAP programs reimburse part or all their employees' education.
However, the For-Profits also attract military personnel, new college
students and other adult learners.
WHY? Generally, for-profits are
more expensive than local state colleges. These schools are generally
not considered "prestigious" universities and are not listed as "Top
Schools" by US News and World Report or Business Week. Rarely do their
academic departments gain departmental accreditation.
So, what makes For-Profit Colleges so popular? Here are some main reasons:
1)
Advertising. These schools have money to put ads in magazines,
newspapers, radio and even TV. The advertising touts these schools as
"the best" or "one of the best". Any Internet search on "online
schools", "top accredited schools" or "best MBA programs" will show
these For-Profit Schools in the listings. Prospective students may not
realize that the school shows up because the school has PAID to show up
on the lists.
2) Marketing. The For-Profits do a good job working
with corporations to obtain corporate/university partnerships. With
these partnerships, the company gains discounted tuition for their
employees. Some of these colleges work with the company's training
department to evaluate corporate classes into college credits.
3)
Customer Service. If a request for information is sent to a for-profit
school, a representative will call or email that prospective client back
immediately. This may not be the case with local state or private
schools. Some state schools' departmental budgets have been so severely
cut that there is no money for personnel to call back inquiries or
answering general questions. Also part of customer service is to make it
very easy for prospective students to enroll. Some for-profits assist
in obtaining former transcripts. Most of these schools do not require an
admission test.
4) Shorter Path to Graduation. For-profit schools
have options for gaining credits for life and work experience and ways
to help adult learners finish their degrees faster. There are
accelerated programs, online classes, and hybrid courses (online plus a
few on-campus meetings). The schools provide options for assessing
life/work experience, testing out of classes or easy ways for military
personnel to move their military classes and training into college
credits.
Walmart recently selected American Public University, an
online, for-profit university as their educational partner. APU was
selected over other online schools, state universities and more
prestigious schools because of the discounts, the ability to assess
corporate credits, and the customer service promises. State schools and
non-profit private schools are taking another look at their advertising,
marketing, customer service and programs to see how they might compete
in the future.