Adopting online taster courses in postgraduate recruitment: The case of a British business school (2011)

Author(s): Papagiannidis S

    Abstract: Given the increasing competition faced by HE 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 paper presents 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 examine the potential effectiveness of online taster courses as a recruitment tool. An action research approach was adopted, with the author undertaking the infrastructure setup and course development and delivery. 6 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 useful recommendations for marketing practice.

      • Date: 23-09-2011
      • Journal: Studies in Higher Education
      • Volume: 38
      • Issue: 7
      • Pages: 1058-1078
      • Publisher: Routledge
      • Publication type: Article
      • Bibliographic status: Published

      Keywords: online taster courses, student recruitment, e-marketing, e-learning, virtual learning environments, action research


      Professor Savvas Papagiannidis
      David Goldman Chair of Innovation & Enterprise