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Keeping an eye on the marketplace

Editor's Note: This is the first installment of a three-day series about UA President Peter Likins' view of the future of the university.

The University of Arizona is hearing footsteps.

For many years they have been approaching - and in the new global marketplace where a diploma is an investment advertised on late night infomercials and an entire education is a dot-com away, they may soon be nipping at its heels.

"With more and more competitors it either means that we prosper and thrive and grow or we have a diminishing," University of Arizona President Peter Likins said, leaning back in his chair.

"I'm not sure which branch will unfold for us," he said from his seventh floor office, where a clear view of northern Tucson stretches toward the surrounding mountains.

The UA is a student-centered not for profit research institution that serves four purposes. The first is the education of the attending student body, according to Likins.

Certification of those students who complete the educational requirements is the second. Research and development in several scientific fields - most prominent at the UA are the advances made in astronomy and medicine - is the university's third purpose.

Providing services such as the University Medical Center and the farming projects taking place in Marana complete the group.

"I can't imagine a competitor that can do these four things better," Likins said.

While Likins said he believes that the UA has a strong hold on both research and services, the university's competitive edge on education and certification is slipping in the new marketplace.

"We're moving to a knowledge-based global economy." Likins said. "In the past, iron, coal, fertile land, power and the material dimensions of regions have been the source of wealth."

Technological advances have been one of the driving forces behind major changes in the values of our society in the 20th century, Likins said.

"Wealth is now based on human communication, human invention, human organization, I can't see any reason why that should be reversed," he adds.

In addition to the above mentioned increases, Likins said an increase in the number of educated members of the population is necessary.

"If large sectors of our population aren't educated, then they're a drag on the economy," Likins said. "More and more people will function as educators as an economic activity."

Likins said that although people may think these trends would be good news for the UA, more competitors come with greater demands.

The University of Phoenix, with about 65,000 students nationwide, is the type of institution which my be able to take away a large section of the UA's share of the marketplace, Likins said.

The UP is a private, for profit institution that offers a much smaller course menu that a four-year university, but is able to provide more popular areas and methods of instruction.

"That's why we're vulnerable, they can cherry pick," Likins said.

As the university system struggles to pay for the programs it already has, UP is expanding and making a profit, having recently made it possible for its students to attain Microsoft Certification.

"The purpose of a business is to maximize financial benefit while operating within social constraints," Likins said.

While acting as a business, UP and other institutions like it can cut programs that are a drag on the whole, while the UA must continue to fund colleges and programs that may cause the university to lose money.

"It's unthinkable for a university to shut down its philosophy department," Likins said.

Another competitor to the university could eventually be an education received online. But Likins said this has one large drawback.

"There are more learning opportunities just for the taking at no cost," Likins said. "On the Web you don't get certified - we not only educate but certify."

"(Not knowing what role the Internet will play) makes it hard to predict with confidence the U of A's future," he added.

As other parts of the university come under attack by strong, for-profit competitors, Likins said he thinks the research component will remain a leader in the field.

"In this sphere we have the competitive advantage," Likins said. "I suspect that role will grow."

Likins said the student population that participates in the findings are what gives the UA that edge.

"Government labs with long-term employees don't have the stimulus of young students coming in and out," he added. "We're a very rich source of research, (the UA) fuses advanced education and research."

The final objective the UA has is to provide employment services, such as the positions held by people at the university's farming projects and University Medical Center.

"We continue to do that effectively and as cost effectively as anyone else," Likins said.