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Phoenix’s New Market: Training College Leaders

Many an academic has speculated about whether the University of Phoenix was poised to take over higher education. Even with a difficult year of late, the growth of the for-profit giant over the last decade has been tremendous, leaving small liberal arts colleges, public universities and others wondering what would happen when Phoenix came to town.

As it turns out, Phoenix is now eying the administrators of colleges (and that means traditional colleges of all types, not for-profit campuses) as students. This week, the university announced that it has received permission from its accreditor to offer its first two Ph.D. programs and one of them is in higher education administration. While some academics at elite college look down on doctorates in higher education administration (or other fields outside traditional disciplines), such programs are popular for mid-level administrators who want to advance to senior levels and plenty of prominent universities offer the programs (Pennsylvania State University, the University of Texas at Austin, the University of Pennsylvania, for example).

Phoenix’s program, which could be enrolling students as early as this spring, will be largely online, but students will gather in person at various locations for a few days at the beginning of courses. The program is being designed so that students, while enrolled full time, can also continue with duties in their various campus positions, and hope to finish a doctorate in 3.5 years. (Tuition rates have not been set yet, but are likely to be typical of Phoenix’s approach on pricing, which would come out more than public universities, but in some cases less than elite privates.)

“We had would-be learners coming to us and asking for this program,” said Jeremy Moreland, associate dean of Phoenix’s School of Advanced Studies. He said that faculty hiring was still going on, and that it was premature to release those names.

Course offerings won’t be significantly different from those in other programs. A preliminary list of courses includes instruction in communication skills, the history of education, the philosophy of education, statistics, ethics, higher education finance, higher education law, and so forth. Most of the courses are broadly defined, but there are also specific courses on student affairs, community colleges, diversity in higher education and other topics. Moreland said that while trends in for-profit higher education (and Phoenix) would come up, there was no plan to emphasize those issues.

Jorge Klor de Alva, who is senior vice president for academic excellence at Phoenix, said that “the intent of this program is not to produce talented managers to run our campuses. I would be very, very surprised if any would end up with that as their ambition or their goals. This program is to train people to be managers in different kinds of settings. They won’t be trained in University of Phoenix administration.”

Asked about qualities that would distinguish Phoenix’s program from others, Klor de Alva stressed that that program would seek to produce administrators with “flexibility” because senior college leaders need “the ability to adapt and think on their feet rather than a more bureaucratic education.”

Klor de Alva, who came to Phoenix after a successful academic career teaching in elite research universities (Princeton University and the University of California at Berkeley), said he wasn’t worried that the skepticism some educators have for Phoenix would hold back the program. He noted Phoenix’s success in educating school administrators, and the fact that people were asking for the program. He did acknowledge, however, that Phoenix has been criticized for “not producing new knowledge” and said that the university would soon be announcing grants from a new research center it is creating to support its faculty members in doing research.

How will the Phoenix program be viewed by those who might hire its graduates and its competitors? Opinions vary. John Rouche, who runs the Texas program that trains community college leaders, said that he doesn’t think Phoenix’s for-profit status is going to be a key issue. He noted that other for-profit institutions, such as Walden University, already have been offering higher education doctorates. Rouche said he wasn’t sure if Phoenix could offer as much as programs like his when much of the Phoenix instruction will be online. The Texas program is based on cohorts studying together, and graduates are known for their tight cohesion.

At the same time, Rouche said he realized that there are many people who want a higher education Ph.D. who can’t take the leaves that would be required for a resident program. “The University of Phoenix has a fine reputation nationally, and I believe a well designed program would be
well received,” he said.

Donald E. Heller, director of Penn State’s Center for the Study of Higher Education, said that “there’s certainly a market” for these programs, and the market appears to be growing. “For a lot of positions, people expect a terminal degree,” he said. The question, he said, will be whether Phoenix will “expand the market or take from others,” but he added that “I think they will find a market for this.”

Heller said that the Phoenix name may be tough, since many in academe don’t view the university as they do other institutions of higher education. Much of Phoenix’s success to date, he said, has been in educating people in the business world or school teachers or civil servants who are not focused on the prestige of their degrees. Many Phoenix students work in fields where a master’s degree earns a raise “whether they are getting that degree from Penn or Penn State or Phoenix,” he said. In higher education, “it’s going to be harder because higher education is so focused on status and prestige,” he said.

Scott Jaschik

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Comments

New Knowledge vs Better Knowledge

Greetings, Thanks again Scott for bringing to our attention an item that is going to impact higher education in the broadest scope.

I am not concerned about any new knowledge being created, but rather current knowledge is improved and the result is better leaders in higher education. Too many programs get their students lost in research only to miss the point. We need leaders with the foundations for understanding the technicalities of higher education administration including high level communication skills and the soft skills to support their leadership efforts.

Side bar: I couldn’t help but notice that there was a Walden advertisement with this article.

Sincerely,Art Huseonica

Art Huseonica, Associate Professor at UMUC and AAUP Maryland Conference, at 7:15 am EDT on October 19, 2007

They will be teaching “instruction in communication skills” for administrators? Isn’t that a prerequisite for such a job, although sometimes lacking in practice?

Maybe some units on “how to fire people” and “how to stop academics bickering” would also be appropriate. Those, in my experience, are the two most difficult aspects of academic administration (along with balancing a budget that is always too small).

Anyway a larger issue is raised. Academics who end up in admin roles don’t need a PhD since they have one — what they need is experience and some guidance. But administrators who were not once profs. and enter management from other backgrounds (corporate sector, service industries, etc) may wel be tempted.

Question is: which group would you prefer to be runnign your university? Ex-academics or professionals who take a mid-career phD to improve their cvs? Unclear to me.

SP, at 7:20 am EDT on October 19, 2007

U of Pheonix to offer Ph.D. in Higher Education Admin.

And the dumbing down and cheapening of this country;s higher education system continue.

Steve Finner, Political Coordinator at United Professions AFT Vermont, at 8:35 am EDT on October 19, 2007

It has always amazed me that to teach kindergarten you must be certified. To design houses you must be certified. To simply hand out medicine in a nursing home you must be certified. To be a manager at McDonald’s one goes through extensive managerial training. But to be an administrator or instructor at a university, most of the time all you need is a Ph.D. And most of the time any Ph.D. will do!

Richard Baker, Associate Professor at Kansas State University, at 9:15 am EDT on October 19, 2007

higher ed. Ph.D. at U. Phoenix

Steve Finner is absolutely right at first glance. Before I climb on board, I’d like to see what the program will actually present to students. Otherwise, I rekon we’ll see.

Jeremiah, at 9:15 am EDT on October 19, 2007

What’s it all about ???

After forty plus years of experience as a faculty member, academic dean, college president, private foundation president, consultant, etc. and now again a student, I would love to see a program that focused on issues such as: how and why we learn (including physiology and biology), system ecology, logic and epistemology, the basics of modern science, creativity and the imagination in human and social development. And that would be for starters.

Merle F. Allshouse, Fellow at University of South Florida, at 9:15 am EDT on October 19, 2007

Typical response...

I’n not a fan of for-profits (having taught for some), but how absolutely TYPICAL (and ignorant) for the traditional professoriate to trash Ed Leadership PhDs! Most who do so have no knowledge of the content of these types of programs. Doesn’t it make sense for administrators to know something about finance, management, as well as the social and cultural underpinnings of our higher ed system? This is the content of PhD programs in Higher Ed Leadership. Given the utter disarray I’ve witnessed in universities and departments run by former faculty with little management skills, these programs can only help.

Prof with Ed PhD, at 10:05 am EDT on October 19, 2007

Dumbing down?

So Steve,

Just when did this “dumbing down” of higher education begin its slide? Was it before, during, or after your formal education?

Is it the word “Phoenix” that is so troubling, or the fact that a market for untraditional students -regardless of discipline or age- is serving a need.

Your cheap shot has no context ... come back, offer some. Participate in what our educational systems should be doing, i.e., engaging the dialogue.

Michael, at 11:10 am EDT on October 19, 2007

Phoenix — A Dirty Brand in Higher Ed

The Apollo Group has selected a tough major to sell at the doctorate level. The research on distance learning brands at GetEducated.com has consistently shown that higher ed academics are the least accepting of all professionals of distance degrees; see the doctorate as the degree least acceptable to them when delivered this way; and see the University of Phoenix as a “dirty educational brand,” — that is a brand that may be fine for business training but that is not to be trusted as the standard bearer for higher education itself. This will be one of the most remarkable attempts to market a brand in the history of higher education. Like selling heaters in hell, I should imagine.

Vicky Phillips, Chief Ed Analyst at GetEducated.com, at 11:25 am EDT on October 19, 2007

Wish list for U of P

I am more hopeful about this — HE graduate programs are badly in need of innovative approaches to combat the abysmal ignornance and groupthink that now dominates educational studies.

A spin off could be an Institute of Accreditation Studies (IAS) that would focus on accreditation reform and international accreditation problems.

History of education courses should fearlessly problematize educational expansionism and international credentialism. Critical studies could link these trends with labor market rationalization and the changing organization of the labor force, and the economic theories of social stratification.

Institutional and organizational studies should reach out to embrace powerful new theoretical approaches of neo-institutionalism and structural sociology.

The inclusion of any of these topics would prevent U o P’s new venture from reproducing the crippling path dependence and institutionally induced cognitive deficits now limiting the future of HE studies. I wish them good luck, not for their sake, but for ours!

Glen S. McGhee, Dir., at Florida Higher Education Accountabilty Project, at 11:25 am EDT on October 19, 2007

I’m torn

Never a big fan of how Phoenix conducts business, I can see both sides of this. I’m convinced that the higher ed PhD programs at the traditional schools will continue to be better. But if you really want to see a dumbing down, wait until the PhD retirement flood hits in a few years and really unqualified people are having to fill those spots. We all know the field is changing. When considering who will lead an institution, who is better: a person with a PhD in a more administrative program from Phoenix or a PhD in chemistry from an elite school? In the end, search committees balance academic record and experience. If the worse thing that comes out of this is a cadre of professionals ready to run community colleges, than it would be a huge success.

Carter, at 11:25 am EDT on October 19, 2007

Future of Education

UOP, AIU, Walden University, Kaplan U, Devry University etc ….the future of education and online too plus with UOP’s research grants pending also.. wow …. the future is so bright…. I think I need shades; Wonder why they all get such a bad reputation from all those traditional brick & mortar linear thinking ‘one way Sam’ anti-alternative educational alumni types?? And to think all are open to investors on the exchanges(that’s a novel idea) …in fact my Alma Mata American Intercontinental University(AIU) shares have increased 60% over the last 12 months with their accrediting body recommending no further action regarding certain issues as of yesterday….no crime…no time. Better invest while the price is still low

UOP is slowly becoming an educational powerhouse….let alone a nonlinear learning champion ….hey wait a minute isn’t that nonlinear learning concept a new educational idea. Now come on folks…you kinda give credit where credit is due….who cares about if the traditional or the non-traditional schools get the most credit for the concept…but then again research grants are a competition….right??

Oh ya…I read Mr. Glen Mcghee’s comments on the Oct17th…poor guy… and to think I come from a family of Mcgee’s….except we spell ours without that (h) must be an education thing?? Sorry Glen….just having some fun… but I know how you feel about us nonlinear alternative learners….and I look for forward to reading all your comments.

Greg Harris, at 11:25 am EDT on October 19, 2007

Wow ... how smart of UOP, strt a program for the ONE group that can always dip into the coffers for whatever new bell or whistle they might desire. As someone at a liberal arts college with vice-presidents galore who have only BS degrees and who have never taught a class or had to achieve tenure, isn’t this the next logical step? Purchased ‘academic credibility’, purchased with the proceeds of real academics labors at that ...

Unsurprised, No brainer, at 12:40 pm EDT on October 19, 2007

RE: Steve Finner’s Comments about University of Phoenix

Steve Finner, please produce the evidence, reasoning or statistics behind your broad-brushed, pejorative statement concerning University of Phoenix: “And the dumbing down and cheapening of this country;s [sic] higher education system continues.” If evidence is lacking, you must be speaking from personal experience. Tell us about the incompetence of any University of Phoenix graduates you personally know. What skills or knowledge did they lack? How did they fail to improve or increase the value of your establishment? University of Phoenix has been around for 31 years and receives accreditation from the same state and regional accrediting agencies that other colleges and universities do. Perhaps something else is bothering you, but you are afraid to state it; instead, you hide behind a broad, general statement with no foundation to support it.

Franklin Harvey, at 12:40 pm EDT on October 19, 2007

Stunning Management!!!

Wouldn’t be great if Dr. John Sperling decided to solve the K thru 16 teacher shortage by revolutionizing the entire system? John is the only person in America to take on the unions and fix this very broken system. Go John!!!

Investors should be thrilled, once again, with the stellar forward thinking and flawless execution of Brian Mueller and his Senior Management team. They are the best in the business. And, the best is yet to come...as I predict they are just getting rolling!

Students, parents, and corporations will greatly benefit from this major entry into the leadership of higher education insititutions for many reasons. This effect will take some time, but the overall result will help make this entire marketplace much more relevant and efficient.

Go Apollo!!!

Dr. Michael K. Clifford, CHairman at SignificantPartners, at 12:40 pm EDT on October 19, 2007

What do we fear?

With a creative mixture of synchronous and asynchronous components such a graduate program could attract some of our “best and brightest” future educational leaders. What do we fear?

Merle F. Allshouse, Fellow at The University of South Florida, at 2:05 pm EDT on October 19, 2007

Socialized Education vs. Socialized Medicine

For profit education evokes, as can be seen above, a wide range of emotions. While the reputation of socialized and tax avoiding education enjoys a much better reputation than socialized medicine, its efficiency and effectiveness certainly doesn’t approach perfection. If we are serious-minded, committed educators in the public and tax avoding sectors, what do we have to fear from competition that is meeting the same standards? I think our ojections are much more viseral: it would be too embarassing to for tax comsuing and tax avoiding institutions to lose out in the market competition to institution which also have to pay taxes. Tax avoiding, even though I used it is misleading, I submit. At least 20 percent of the philanthropic dollars going to private non profit (and public too) institutions is diverted tax funds.

Higher Ed Diogenes

Higher Ed Diogenes, at 4:10 pm EDT on October 19, 2007

If the primary purpose of this program is to prepare “academic managers,” why isn’t this an Ed.D. rather than a Ph.D.?

Mr. Moreland said “We had would-be learners coming to us and asking for this program.”

Of course they would, because prospective students are unwilling to invest the time and effort in a traditional Higher Education doctoral program. They want to do the least amount of work possible to get the degree.

In addition, Jorge Klor de Alva said that the program would seek to produce administrators with “flexibility” because senior college leaders need “the ability to adapt and think on their feet rather than a more bureaucratic education.”

Well, there’s the problem. My experience has been that most prospective students to higher education administration doctoral programs (and Educational Administration doctoral programs) who work full-time and seek the degree for certification are uninterested in learning how to think and unwilling to learn how to use data to drive academic decision-making. They merely want validation for using their previous work experience to guide ‘thinking on their feet.’

Since this will be a Ph.D. program, the U. of Phoenix must hire faculty who have active research agendas disseminated in established Higher Education professional associations and peer-reviewed journals commensurate with the preparation of Ph.D-level researchers. In addition, the U. of Phoenix must publicize the faculty who teach in this program to establish credibility. Otherwise, this will be just another diploma mill to which Steve Finner alluded.

The ‘race to the bottom’ that Art Levine has warned us about continues...

Dr. RingDing, at 4:10 pm EDT on October 19, 2007

UOP

I just withfrew from the Ed. Leadership PhD program with UOP — two reasons 1) time and 2) money. The degree is not cheap — each course is about $2400. And, this program is great if you have no other obligations and absolutely nothing else to do with your time. In one 3 hour, eight week course, the combined writing assignments totaled a minimum of 10,000 words, not including the weekly required, substantive online postings (minimum about 600 words/week x 8 weeks). I never wrote this much in a traditional classroom-based course running for 15 weeks!The work is not difficult, but so much is crammed into the 8-week period it’s almost abusive! I really don’t want to talk about the 10-12 books on the required reading list — I’m sure I can read 10-12 substantial textbooks in 8 weeks.....not. On top of the tuition/fees, all online students must fulfill a week-long residency, the cost of which is completely out-of-pocket (flight, hotel, food, etc) — my estimated cost was around $2,000 for that week (I would have needed to purchase a laptop also). And, I never became comfortable with the online format -’talking’ with my classmates online just didn’t do it for me. All in all it was not a good experience for me — I am 56 and do not have enough years in the workplace to see an economic return from that almost $50,000 Ph.D. I would love to say I was in it just for self-fulfillment, but I’d be lying — I’m all about a return on my investment. Get me back in the classroom where I can see and speak with real people and have real experiences with them....I’m sure this is a great format for many, but not for me....

Community College Administator in Texas

Patricia Moran, Director, Disability Services at Blinn College, at 5:15 pm EDT on October 19, 2007

So Vicki ....

... does that mean you’re not going to accept UOP advertising on your site?

Patty, at 10:25 pm EDT on October 19, 2007

UOP is Good at Marketing

If it’s one thing UOP is good at, it’s marketing. They should be, they spend TONS of money on it every year. They’ve discovered taht if you offer a solution that appeals to the consumer’s desire for convenience and an easier path, you can easily overcome quality issues. Because in the end, it only matters that you keep the classrooms full and Wall Street happy.

The website UOPSucks.com does a fairly good job of evaluating and expressing all of the shortcomings of UOP’s education offerings. If someone just wants to put PHD at the end of their name, UOP is the *easiest* way to go. If prestige, respect, and a real education are what’s desired, there is no substitution for the rigors of a real program at a real University.

Ron Stevens, at 10:25 pm EDT on October 19, 2007

Bashing Education....Thats a Shame

The above comments are amazing. People bashing education and I have had first hand dealings with UOP via my wife’s current Masters of Arts in Education Degree from UOP. (Thanks UOP) She wanted to quit because the program was “too intense and rigorous” and there was some confusion about how and what based on her lack of hunger for the degree…..not UOP’s fault…in fact it was better than any other traditional programs she attended; at least three brick & mortar traditional Universities.

I myself an educational junkie…and I mean a lifetime student have attended 8 traditional universities and they are filled with bogus faculty or administrators …meaning… ego maniacs professors and employees who ‘will not’ let you get pass their own social morals and hold tradition so dear and close to their precious little hearts and all in the name of America….land of the free.. and seemingly educated …..it s crock of $%##$^%...honest.

Modern Universities like UOP and AIU are here not to bash tradition but to offer an alternative to real learners who are hungry for an education. For Profits specialize in reaching out via marketing with flexible offerings to those who efforts are either derailed because of social conditions or stonewalled from those ego maniacs via the traditional route.

Most important today is technology….it has changed everything and in education delivery is the key. Many a profession today via Corporate America offers alternative educational routes and technology has changed who, how, why and when for everything even business…its called e-commerce; UOP is a leader in this; online learning and online business is here to stay; for profit education and e-commerce is here to stay plus compete if necessary against the old school good ole boy network. Its Graduate and Doctoral programs are equal or better based on modern educational ideas meanwhile traditional schools are trying to still practice the dog waging his tail and in truth the tail is waging the dog.

In both our cases my wife and I we are viewed in a negative light by most linear educated types, we are not offered jobs or interviews and once in house secretly bashed because of the actual degree we have earned from hard work in a ‘Modern Day University’ that is on the cutting edge of the future. Any degree from any school is only as good as one is able to apply it to the real world. A degree and $2.00 bucks will get you a bus ride…nothing more…nothing less.

Greg Harris, at 1:10 pm EDT on October 20, 2007

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