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Recruitment dollars may be wind beneath University of Phoenix's wings

September 30, 2003

Ever wonder why the University of Phoenix has become an educational phenomenon? Its enormous recruitment budget may be a factor.

The September 2003 issue of Green Tree Gazette provides an interesting side-by-side comparison between expenditures for marketing by the University of Phoenix and those by other colleges and universities. One example: UmassOnline spends an average of $35 on recruiting for each enrolled student, while the University of Phoenix spends almost $1,300 on marketing for each enrolled student.
September 30, 2003

Ever wonder why the University of Phoenix has become an educational phenomenon? Its enormous recruitment budget may be a factor.

The September 2003 issue of Green Tree Gazette provides an interesting side-by-side comparison between expenditures for marketing by the University of Phoenix and those by other colleges and universities. One example: UmassOnline spends an average of $35 on recruiting for each enrolled student, while the University of Phoenix spends almost $1,300 on marketing for each enrolled student.

“This ‘heavy lifting' by the University of Phoenix allows it to dominate almost any market it enters, the report notes.
Dennie B. Burke