Going to College without Going to Campus: A Case Study of Online Student Recruitment

Item request has been placed! ×
Item request cannot be made. ×
loading   Processing Request
Read Online Read More Add to Saved list
  • Author(s): Ortagus, Justin C.; Tanner, Melvin J.
  • Language:
    English
  • Source:
    Innovative Higher Education. Feb 2019 44(1):53-67.
  • Publication Date:
    2019
  • Document Type:
    Journal Articles
    Reports - Research
  • Additional Information
    • Availability:
      Springer. Available from: Springer Nature. 233 Spring Street, New York, NY 10013. Tel: 800-777-4643; Tel: 212-460-1500; Fax: 212-348-4505; e-mail: [email protected]; Web site: https://link.springer.com/
    • Peer Reviewed:
      Y
    • Source:
      15
    • Education Level:
      Higher Education
      Postsecondary Education
    • Subject Terms:
      Case Studies; Student Recruitment; Student Needs; Online Courses; Administrator Attitudes; Student Characteristics; Services; Costs; Institutional Advancement; Marketing; Higher Education; State Universities
    • Accession Number:
      10.1007/s10755-018-9448-9
    • ISSN:
      0742-5627
    • Abstract:
      Despite the financial benefits generally associated with expanding student enrollment through online education, many institutions may not know how to recruit online students. This case study drew upon interviews with 27 administrators from four public research universities in order to better understand how to recruit students for exclusively online degree programs. Findings revealed that administrators identify the characteristics and needs of prospective online students, outline which non-academic services can be outsourced to alleviate cost burdens, identify ways to leverage the institutional brand as indistinguishable from the individual online program, and prioritize personalized student interactions throughout the online student recruitment process.
    • Abstract:
      As Provided
    • Publication Date:
      2019
    • Accession Number:
      EJ1205275