Is engagement the answer to the challenges of online education?

Amy Lavin and Munir Mandviwalla
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Amy Lavin: Assistant Professor and Academic Director MS-Digital Innovation in Marketing, Temple University at Fox School of Business, USA

Journal of Education Advancement & Marketing, 2018, vol. 3, issue 2, 138-146

Abstract: In 2017, the trend to offer degree online programs and courses continues to increase.1 The trend will likely continue because online programs offer convenience, flexibility, accessibility, lower cost and access to a broader range of topics regardless of location. Moreover, there is now an institutional imperative to jump into the online space, given lowered barriers to entry (ie no classroom space or facilities needed), ability to reach a broader market and the opportunity to generate income in the face of dwindling state and local support. Yet, there are many challenges. Will students have the focus, motivation, perseverance and self-discipline to succeed? How will institutions meet standards for recruitment quality, retention, student success and accreditation? This paper outlines a new approach to online education, an approach centred on high engagement as the driver for student and institutional success. This is in contrast to the traditional approach that is typically based on the automation of existing structures (eg record a lecture) to increase scale and reach. Specifically, the paper seeks to answer the question: Can high engagement enabled by digital innovation in an online degree programme generate superior outcomes for both students and institutions? The paper explores the above question in the context of a specific case: In 2014, Temple University launched the 100 per cent online Master of Science — Digital Innovation in Marketing (MS DIM) programme to provide the skills required of today’s digital marketer — a mix of marketing, technology and communications. The development of the MS DIM serves as the backdrop for the ideas presented in this paper.

Keywords: online education; engagement; innovation; digital (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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