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ERIC Number: EJ1023393
Record Type: Journal
Publication Date: 2013
Pages: 21
Abstractor: As Provided
Reference Count: 53
ISBN: N/A
ISSN: ISSN-0307-5079
Adopting Online Taster Courses in Postgraduate Recruitment: The Case of a British Business School
Papagiannidis, Savvas
Studies in Higher Education, v38 n7 p1058-1078 2013
Given the increasing competition faced by higher education institutions when it comes to attracting postgraduate students, and the implications of the global financial crisis, technology can play a critical role in not only promoting courses, but also enhancing the student recruitment experience, especially for international students. This article examines a case in which online taster courses were set up and run in a British business school. Its main research objectives were to examine the practicalities and implications of setting up a system for supporting online taster courses, and to assess the potential effectiveness of online taster courses as a recruitment tool. An action research approach was adopted, with the author undertaking the infrastructure set-up, course development and delivery. Six courses were delivered, with quantitative and qualitative data collected in the process. These were analysed and interpreted in the context of the project's objectives, leading to recommendations for marketing practice.
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom