The Purdue Global Conundrum: Unraveling the Confusion Over Its Parentage
The Story of Purdue Global's Troubled Identity
In the world of higher education, few stories are as intriguing and controversial as that of Purdue Global. This online school, born from the acquisition of Kaplan University, has been a source of confusion and debate, especially regarding its ties to the prestigious Purdue University.
Back in April 2017, Purdue's president, Mitch Daniels, assured the trustees that Kaplan Higher Education, the company behind Kaplan University, was a reliable partner. A presentation highlighted Kaplan's academic excellence, financial stability, and reputable ownership by Graham Holdings Co., formerly the Washington Post Co. This acquisition set the stage for a complex relationship.
The Marketing Blitz
Since its inception, Purdue Global has spent a staggering $1 billion on marketing, emphasizing its connection to Purdue University. The school's rebranding in 2023 focused on this affiliation, stating, "They will trust a degree from Purdue Global because it's backed by Purdue." But this marketing strategy has raised eyebrows and sparked questions.
The Rise and Fall of For-Profit Education
Purdue Global's origins lie in the boom of online, for-profit education around 2010. However, this sector's reputation took a hit when millions of students were left with substantial student loan debt, feeling misled by the promised opportunities. The landmark Sweet vs. McMahon settlement in November 2022, which forgave $6 billion in student loans, further rocked the industry. Kaplan University, now Purdue Global, was among the 151 schools deemed to have defrauded students.
A Question of Affiliation
The Higher Learning Commission, in its 2018 accreditation review, addressed the unusual coupling of a for-profit company with a public research institution. Kaplan representatives expressed a desire to move away from the for-profit sector, citing industry challenges. Yet, the commission emphasized the need for clear communication regarding the relationship between Purdue Global and the rest of the Purdue system.
Marketing vs. Transparency
Purdue Global's marketing efforts have been extensive, spending three times more per student on advertising than some of its non-profit peers. However, this messaging has led to misunderstandings among students. Some believed Purdue Global to be an online extension of Purdue's main campus, sharing faculty and resources. This confusion was further fueled by online forums and social media comments.
The Role of Marketing Professionals
Kati Pratt, Purdue Global's chief marketing officer, led the "Next Giant Leap" campaign at Purdue's main campus and crafted the school's current messaging. Frank Dooley, a former chancellor, aimed to infuse more Purdue into Purdue Global's marketing. This strategy has paid off, with enrollment growth attributed to partnerships and the Purdue name.
Internal Concerns and Recommendations
Purdue's faculty members have voiced concerns about the marketing practices of Purdue Global. A university senate committee formed in 2024 to address these issues recommended changes to Purdue Global's tagline and promotional materials to clarify its relationship with the main campus. The committee's findings suggested that the public, students, and even faculty struggled to distinguish between Purdue Global, Purdue Online, and Purdue West Lafayette.
The Ongoing Debate
Despite the committee's recommendations, transparency concerns persist. Purdue Global's website and marketing materials often gloss over Kaplan's involvement, focusing on Purdue's reputation. This raises the question: Is Purdue Global's marketing strategy misleading, or is it a necessary tool to attract students in a competitive online education market?
The Purdue Global saga continues to spark debate, leaving many wondering how much marketing should shape the identity of an educational institution. What do you think? Is Purdue Global's marketing approach justified, or does it cross ethical boundaries? Share your thoughts and keep the conversation going!
