Online student attrition in Australian open access marketing education

Steven Greenland, Catherine Moore

Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedingspeer-review


This research was undertaken to expand knowledge of online student attrition and toinform retention strategies in online marketing education. As in other parts of the worldAustralia has experienced tremendous growth in online learning. However, associated student drop-out rates are high and, while the volume of online education research is growing, comparatively little of the literature explains student attrition. This study involves exploring five years of enrolment data from a marketing major in an Australian online undergraduate business degree, as well as 80 depth interviewsconducted with students withdrawing from units on this program. In this paper we present top-line findings from the study and make two key contributions: Initially we identify student withdrawal patterns for online undergraduate marketing units. Secondly, and perhaps more significantly, we ascertain the reasons students had for withdrawing. Subsequent analysis will investigate the potential for tailoring retentionstrategies to different types of student.
Original languageEnglish
Title of host publicationInnovation and Growth Strategies in Marketing
EditorsAshish Sinha, Jack Cadeaux, Tania Tania
Place of PublicationSydney, Australia
Number of pages7
Publication statusPublished - 2015
Externally publishedYes
EventAustralia and New Zealand Marketing Academy Conference (ANZMAC 2015): Innovation and Growth Strategies in Marketing - Sydney, Australia
Duration: 30 Nov 20152 Dec 2015
Conference number: 2015 (Conference Webpage)

Publication series

NameAustralia and New Zealand Marketing Academy (ANZMAC) Conference Proceedings
ISSN (Electronic)1441-3582


ConferenceAustralia and New Zealand Marketing Academy Conference (ANZMAC 2015)
Abbreviated titleANZMAC
Internet address


Dive into the research topics of 'Online student attrition in Australian open access marketing education'. Together they form a unique fingerprint.

Cite this