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Online student attrition in Australian open access marketing education

Greenland, Steven J. and Moore, Catherine (2015). Online student attrition in Australian open access marketing education. In: Sinha, Ashish, Cadeaux, Jack and Bucic, Tania 2015 ANZMAC Conference, Sydney, Australia, 30 November - 2 December 2015.

Document type: Conference Paper
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Author Greenland, Steven J.
Moore, Catherine
Title Online student attrition in Australian open access marketing education
Conference Name 2015 ANZMAC Conference
Conference Location Sydney, Australia
Conference Dates 30 November - 2 December 2015
Conference Publication Title 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing: Conference Proceedings
Editor Sinha, Ashish
Cadeaux, Jack
Bucic, Tania
Place of Publication Sydney
Publisher ANZMAC -School of Marketing, UNSW Australia Business School
Publication Year 2015
ISSN 1441-3582   (check CDU catalogue open catalogue search in new window)
Start Page 845
End Page 851
Total Pages 7
Field of Research 1505 - Marketing
Abstract This research was undertaken to expand knowledge of online student attrition and to inform retention strategies in online marketing education. As in other parts of the world Australia 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 interviews conducted 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 retention strategies to different types of student.
Keyword Online Marketing education
Attrition retention
Description for Link Link to conference proceedings
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Created: Wed, 07 Jun 2017, 11:49:14 CST by Marion Farram