SNHU’s online program wasn’t in competition with the same set of local competitors at all. It was competing with other national online programs, including both traditional colleges and some of the for-profit specialty programs, such as Kaplan, University of Phoenix, ITT Technical Institute, and more—created and designed to provide students with training and credentials that might help them get a better job. But even more significantly, SNHU was also competing with nothing: nonconsumption. People choosing to do nothing to further their education at that stage of life. With that perspective, the
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