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ERIC Number: ED520040
Record Type: Non-Journal
Publication Date: 2010
Pages: 288
Abstractor: As Provided
Reference Count: N/A
ISBN: ISBN-978-1-1242-4052-7
Improving the Enrollment and Retention of Students in the Associate in Arts Program at the University of Delaware
Bacon, J. Richard
ProQuest LLC, D.Ed. Dissertation, University of Delaware
The University of Delaware established the Associate in Arts Program to ensure that students on branch campuses were prepared for the rigors of the University. However, enrollment and retention in the Program remained below expectations. High school seniors, guidance counselors, Program faculty and staff, and both enrolled students and students that left the Program were surveyed. Participants surveyed also completed designed experiments using conjoint analysis and analytical hierarchy process. Results suggest the Program suffers from image issues associated with community colleges which are linked to the marketing mix of product, price, place, and promotion. While the curriculum and instruction of the Program product is sound, it was found to be too closely aligned with a community college image. Price is an indicator of product quality, status and prestige. Results suggest a negative image impact resulting from tuition being set at community college rates and branch campuses being located on a community college. Also, adequate promotional events were not undertaken to launch the Program. Eight recommendations were made to combat the community college image. The first four recommendations were product related. These included changing the name of the Program away from a degree title to a proper or aspirational name at a future date, expand potential majors beyond the liberal arts and expand course offerings to support these opportunities, and provide branch campus students with equal access to tutoring services consistent with those experienced by University students in Newark. Recommendations five and six were price related and included altering the tuition rate of the Program to reflect parity with the University rate and assume control over tuition billing from third party billing partners. Recommendation seven was place related and indicated the University should consider transitioning the program away from a community college location to an independent location. Recommendation eight is promotion related and suggests the University develop a communications campaign to improve the public image of the Program. In general, the study found cultural differences among the student body of the Program on each of the branch campuses that could alter the effectiveness of any policy changes made by the University. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site:
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Delaware