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Westwood College

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Market Research Report: Westwood College and Competitor Analysis



Overview



Westwood College was a private, for-profit educational institution owned by Alta Colleges, Inc. Operating between 1953 and March 2016, the college had 15 campus locations in California, Colorado, Georgia, Illinois, Texas, and Virginia, in addition to offering online education. Westwood College was nationally accredited by the Accrediting Council for Independent Colleges and Schools (ACICS).

Historical Development



Initially established as the Denver Institute of Technology, Westwood College rebranded in 1997 to expand its academic offerings beyond technical disciplines. The college provided diverse programs through its six specialized schools: the School of Business, School of Design, School of Justice, School of Technology, School of Healthcare, and School of Automotive Technology.

Leadership



The last President and CEO of Westwood College was Dean Gouin, recognized for his strategic expertise in managing educational institutions. He followed George Burnett, the CEO of Alta Colleges, who played a significant role during pivotal operational periods of Westwood College.

Accreditation and Curriculum



Westwood College offered programs accredited by ACICS, which included various associate and bachelor's degrees. While the national accreditation was recognized, the college faced challenges with credit transfers to other institutions. Its online division provided 25 degree programs through a technologically advanced virtual classroom.

Legal Issues and Investigations



Westwood College was subject to several legal challenges:
  • 2009 Settlement: Paid $7 million over misreported graduation statistics.

  • 2011 Disqualification: Removed from the GI Bill Program by the Veterans Administration for misleading advertising.

  • 2015 Illinois Lawsuit: This lawsuit related to its criminal justice program resulted in a $15 million settlement to forgive impacted student loans.


Closure and Debt Relief



In November 2015, facing declining enrollments and stricter regulations, Westwood College stopped new student admissions. It closed all campuses officially by March 2016. Subsequently, the U.S. Department of Education facilitated the forgiveness of approximately $1.5 billion in student loans for 79,000 former students.

Strategic Alliances



Westwood sought to enhance its educational offerings through collaborations with public schools and organizations. Notable partnerships included those with Atlanta Public Schools, "A Better Chicago," and the Crushers Club in Chicago.

Competitive Analysis



Competitors



Westwood College's primary competitors included:

  • Rasmussen University: Institutionally accredited private university offering career-focused programs both online and across multiple states.

  • Red Rocks Community College (RRCC): A two-year college in Colorado known for guaranteed transfer programs and various associate degrees.

  • American InterContinental University (AIU): Offers flexible, specialized degree programs with multiple campus locations and online options.

  • Chamberlain University: A private for-profit college focusing on nursing and health professions degrees, available on-campus and online.

  • Quinnipiac University: A private university in Connecticut providing a wide range of undergraduate, graduate, and professional degrees.


Industry Position and Performance



Westwood College was part of the competitive educational services industry, contending with both for-profit and non-profit institutions offering similar educational programs. Its market presence was challenged by rivals providing robust online and traditional learning platforms, which were increasingly in demand.

Strategic Insights



In assessing Westwood College's position in the market, it is essential to examine the varied program offerings from competitors. The emphasis on online education by institutions like Rasmussen University and AIU signifies an area of strong market competition. Specialized institutions like Chamberlain University and Quinnipiac University present competitive threats with their niche program focuses, particularly in the fields of nursing and healthcare.

The shift towards flexible, technology-driven learning experiences highlights the importance of strategic positioning. Understanding how Westwood College compared to its competitors reveals potential opportunities and risks for similar educational entities operating in today's dynamic market landscape.