The Confusing Relationship: Purdue Global's Ties with its Parent Campus Unraveled
In the final installment of this series, we unravel the complex relationship between Purdue Global and its parent campus, Purdue University, and the lingering confusion it has caused.
In 2017, Mitch Daniels, Purdue University's president, assured the trustees of a solid partnership with Kaplan Higher Education, the company behind the for-profit Kaplan University. A presentation praised Kaplan's academic quality, financial stability, and reputation, and its owner, Graham Holdings Co. (formerly the Washington Post Co.), was hailed as a revered entity.
But here's where it gets controversial: Purdue Global, the online school born from this acquisition, has spent over $1 billion since its inception to market itself as an extension of Purdue University's prestige. The message? Trust Purdue Global because it's backed by Purdue.
However, this marketing strategy has led to confusion and misunderstandings among students and the public. The school Purdue acquired was part of a wave of for-profit online education that left many students burdened with debt and unfulfilled promises. By 2022, the for-profit education sector was in turmoil, with billions in student loans forgiven in the Sweet vs. McMahon settlement.
The Higher Learning Commission (HLC), which accredits Purdue's West Lafayette campus, expressed concerns in 2018 about the unusual coupling of a for-profit company with a public research institution. Kaplan representatives envisioned a shift away from the for-profit sector, but the company's demise soon followed.
Purdue Global's marketing prowess is undeniable, with spending three times higher per student than some of its non-profit peers. Yet, students like Tom Dunne, who graduated with a cybersecurity degree, were surprised to learn that Purdue Global and Purdue University are not the same. Dunne, like others, believed he would receive a Purdue University diploma, only to find a Purdue University Global degree instead.
Google searches reveal forums where commenters claim Purdue Global shares faculty and is an online clone of its parent campus. Purdue Global graduates can even attend ceremonies in West Lafayette, further blurring the lines.
Purdue Global's chief marketing officer, Kati Pratt, has been instrumental in shaping the school's messaging. Frank Dooley, a former chancellor, aimed to 'put more Purdue into Purdue Global' through marketing. This strategy has paid off, with enrollment growth attributed to 'partnerships' and the Purdue name.
However, Purdue faculty members have raised concerns. A university senate committee formed in 2024 to address overlap between Purdue Online and Purdue Global ended up focusing on marketing transparency. The committee recommended Purdue Global change its tagline and avoid mixing data in promotional materials.
The committee's chair, Elizabeth Richards, emphasized the need to understand marketing, as it is a source of confusion. A survey revealed that the public, students, and even faculty struggle to distinguish between Purdue West Lafayette, Purdue Global, and Purdue Online.
Purdue Global's interim chancellor, Jon Harbor, defended marketing strategies, stating their purpose is to attract students rather than explain nuances. Until recently, a single website listed all Purdue system online programs, and Purdue Global's website barely mentions Kaplan's involvement.
The school's history page highlights Purdue West Lafayette's research prowess while downplaying Kaplan's identity. Professor David Sanders laments that marketing has taken over the university, compromising the truth in education.
The senate committee's recommendations have seemingly gone unanswered, with no formal response from Purdue Global or Purdue leadership. The HLC's 2018 accreditation review echoed these concerns, requiring Purdue Global to clearly explain its differences to students.
And this is the part most people miss: Despite the HLC's conditions and the senate committee's efforts, the confusion persists. The question remains: How can Purdue Global balance its marketing efforts with transparency and ensure students and the public understand its unique position within the Purdue system?
