Enrollment decline, transition to online courses (2010s)
In 2010, UoPX claimed a peak enrollment of more than 470,000 students with a revenue of $4.95 billion.[24] A 2010 report found that its online graduation rate at the time was only five percent.[25] Later in the year, the university paid $154.5 million for 20-year naming rights for advertising purposes of the University of Phoenix Stadium in Glendale, Arizona. The company terminated the naming rights deal on April 11, 2017,[26] and on September 4, 2018, the stadium's naming rights were acquired by State Farm.[27]
In a December 2010 Bloomberg article, former UoPX senior vice president Robert W. Tucker noted that "at critical junctures, [co-founder] John [Sperling] chose growth over academic integrity, which ultimately diminished a powerful educational model".[28] At its peak, UoPX operated more than 500 campuses and learning sites.[29] The university began to focus on opening new resource centers for online students to provide spaces for alumni to network and current students to seek assistance from professors and peers.[30]
In August 2011, Apollo Group announced it would buy 100% of Carnegie Learning to accelerate its efforts to incorporate adaptive learning into its academic platform.[31] Controversies concerned its marketing and recruitment practices, instructional hours, its status as one of the top recipients of student aid, and a student body carrying the most student debt of any college.[32]
In 2013, the Department of Defense ended its contract with the University of Phoenix for military bases in Europe.[33] U.S. military commanders at Fort Campbell, Kentucky, allowed UoPX representatives to advertise and place promotional materials in high-traffic areas. Access was provided in exchange for the university funding events on army bases, including Easter egg hunts and welcome briefings for newly assigned soldiers.[34]
Murphy wrote in Mission Forsaken (2013) about the school's degeneration from a provider of working adult continuing education programs to a money making machine whose sole criterion for admission was eligibility for federally funded student loans.[14][35]
In May 2013, the university's accreditation status was placed on "notice" for a period of two years (with allowed retention of their regional accreditation) by the HLC, due to "insufficient autonomy relative to its parent corporation". The HLC Institutional Actions Council First Committee (IACFC) concerns centered on the university's governance, student assessment, and faculty scholarship in relation to Ph.D. programs.[36] In June 2015, the HLC determined that the University of Phoenix had resolved those concerns.[37]
In 2014, UoPX partnered with 47 historically black colleges and universities to offer UoPX classes that transfer to these institutions.[38] 142,500 students enrolled on August 31, 2016,[39] and 119,938 during the 2016–17 school year. During this time, the university continued to spend tens of millions of dollars on marketing and advertising, including $27 million on internet paid search advertising.[40] The Brookings Institution reported that UoPX spent $76 million on advertising in 2017.[41]
From 2009 to 2015, the University of Phoenix received an estimated $1.2 billion of federal money issued through the G.I. Bill. The university enrolled almost 50,000 such students in 2014, twice as many as any other institution.[42]
In 2015, MarketWatch reported that UoPX students owed more than $35 billion in student loan debt, the most of any US college at the time.[43]
In 2016, the University of Phoenix partnered with the ASIS Foundation to provide scholarships for students studying for security-related degrees. In March 2016, the first ten scholarship recipients were announced.[44] The University of Phoenix also has community partnerships with Boys and Girls Clubs of America, the American Red Cross, and the Junior League.[45]
In 2016, Apollo Education Group shareholders filed a class-action lawsuit against the corporation, arguing that it withheld information leading to large losses in stock prices. Several of the allegations related to UoPX's recruiting of military personnel and veterans.[46][47]
Between 2010 and 2016, enrollment declined by more than 70 percent[48] amid multiple investigations, lawsuits, and controversies.[49][50][51][52]