University of Phoenix Online - #1 Provider of Online Education

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : ITSY039 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 09 Pages
Period : 1976 - 2004
Pub Date : 2004
Teaching Note : Not Available
Organization : University of Phoenix
Industry : Education
Countries : USA


University of Phoenix (UoP) was the pioneer in the e-learning industry of the US. Set up in 1976 with the mission of providing advanced degrees to working adults, the university began experimenting with providing online education in the 1980s. In 1989, it set up an online division called UoP Online, through which it offered a variety of bachelors, masters and doctorate degrees to working professionals who did not find it convenient to attend regular college. The case discusses the events that led to the setting up of UoP and how it has functioned since. The operational features of a provider of online education are clearly discussed as well as the pros and cons of online education in general, and UoP in particular. The case ends with an analysis of the future of UoP Online.


Study the setting up of an institute catering to a niche market, especially a large and promising one like education for working adults.
Analyse the operational aspects of e-learning institutes vis-a-vis traditional universities.
Understand the advantages provided by e-learning to students, especially working professionals.
Examine the inherent shortfalls in e-learning and the criticism of on-line education.
Analyse the future of e-learning in a knowledge driven economy, given the nature of the industry and competition.


  Page No.
Phoenix Leads Profits 1
Background 2
The UoP Model 3
Why UoP Clicked 5
Exhibits 8


University of Phoenix, Online Education, e-learning, Apollo Group Inc., University of Phoenix Online, Distance Education, Online University, Digital Technology, Adult Education, Collaborative Learning,, Cardean University, University of Chicago, Carnegie Mellon, London School of Economics

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