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.
|Title of host publication||Innovation and Growth Strategies in Marketing|
|Editors||Ashish Sinha, Jack Cadeaux, Tania Tania|
|Place of Publication||Sydney, Australia|
|Number of pages||7|
|Publication status||Published - 2015|
|Event||Australia and New Zealand Marketing Academy Conference (ANZMAC 2015): Innovation and Growth Strategies in Marketing - Sydney, Australia|
Duration: 30 Nov 2015 → 2 Dec 2015
Conference number: 2015
https://www.business.unsw.edu.au/Campaigns/anzmac2015 (Conference Webpage)
|Name||Australia and New Zealand Marketing Academy (ANZMAC) Conference Proceedings|
|Conference||Australia and New Zealand Marketing Academy Conference (ANZMAC 2015)|
|Period||30/11/15 → 2/12/15|
Greenland, S., & Moore, C. (2015). Online student attrition in Australian open access marketing education. In A. Sinha, J. Cadeaux, & T. Tania (Eds.), Innovation and Growth Strategies in Marketing (pp. 846-852). (Australia and New Zealand Marketing Academy (ANZMAC) Conference Proceedings). ANZMAC.