The current educational revolution, characterized by MacGregor (2001) as a cyber-revolution, is an artifact of the information technology (IT) revolution which preceded and facilitated it. Implicit within this cyber-revolution is a trend known as distance learning in which new technologies are employed to deliver educational programming and content to students at various academic levels. According to MacGregor (2001), the history of distance learning encompasses various methods of instruction, including correspondence, home study, televised courses, extension classes, videoconferencing, and online learning. As it is now being developed and expanded throughout the world, contemporary university level distance education is based upon the use of the personal computer and the Internet. MacGregor (2001, p. 78) postulates that the proliferation of computers, video and telecommunications is providing an alternate medium for teachers and students to communicate. As a result, students do not require being physically present where the instructor is, thus increasing the accessibility of education.
For many business entities, providing employees with cost-effective, high quality education and training is a critical matter. The University Of Phoenix has become a pioneer in delivery of distance education programs, many of which target college degree track students, and a number of which are designed for businesses seeking to enhance the knowledge and skills sets of their employees. Thus, the present marketing plan focuses on developing a franchising arrangement via which the University of Phoenix would franchise programming for businesses in a variety of fields, providing start-to0completion programming delivered via the Internet or through CF-Rom software to workers at their desks in their respective companies.
The Internet has become an increasingly dominant means of communication. Piper Jaffray of US Bancorp stated that ...