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Executive Summary
The University of Phoenix is the nation's largest for-profit educational institution. The University of Phoenix has always prided itself on its ability to service "non-traditional" students, as well as being a pioneer in using technology to offer people an education. A marketing audit is necessary for this company to evaluate what they are doing well and what they may need to improve on. Increased profits and enrollment numbers have proved that the market for adult learning is at an all time high. To continue to be successful the company needs to look at current modalities, improve them and advertise the changes. Environmental Aspects will be reviewed in the marketing audit. Economics can affect the way students view their financial needs to obtain their degree. Based on how much money the student makes and if the student has a stable job, they may or may not choose to obtain their degree. Demographics have been considered in previous marketing audits and four educational modalities have been developed to fit the needs of students. These include online, classroom, directed study, and FlexNet. The University of Phoenix and its founder, John Sperling were true pioneers when they took learning away from the campus and offered classes that were more convenient for students who worked and had families but still wanted to earn their degree. Eventually, online learning came about in response to students who were unable to attend physical classes due to location issues, health issues, and many other obstacles.
Knowing the competition can help the company develop marketing strategies to stay viable and more profitable. Marketing objective ...