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

Lookup NU author(s): Professor Savvas Papagiannidis

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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.


Publication metadata

Author(s): Papagiannidis S

Publication type: Article

Publication status: Published

Journal: Studies in Higher Education

Year: 2011

Volume: 38

Issue: 7

Pages: 1058-1078

Print publication date: 23/09/2011

ISSN (print): 0307-5079

ISSN (electronic): 1470-174X

Publisher: Routledge

URL: http://dx.doi.org/10.1080/03075079.2011.619006

DOI: 10.1080/03075079.2011.619006


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