It is my opinion, although not sustained by any direct research, that online adult learners better identify with online institutions that have a brick and mortar campus as well. I have called this the “Brick and Click” advantage. In the psyche of the adult learner, it is critical that the learner feels connected to the college or university’s community as a whole. Whether it’s the school’s traditions, academic heritage, mission, special events in the arts and even sports, each contribute to that connection. This is difficult to do with a strictly online school.
At Liberty, we require students in some of our graduate programs to come to campus for several one week intensives. These courses are held during resident campus breaks and throughout the summer. This has, by no means, been a deterrent to growth. In fact, it has been a significant “connection” that has enhanced our overall graduate retention efforts. While here on campus, not only do these students have the benefit of face to face interaction with professors, advisors, and senior leadership, but we also hold special luncheons and events for them.We are looking at expanding these intensives by more offering more throughout the year, and we are even considering undergraduate offerings although these courses will not be mandated but presented as a way for a student to accelerate his/her degree program. This link, http://www.liberty.edu/libertyjournal/index.cfm?PID=15758&ArtID=227, tells about a recent acquisition the university made that sets the foundation for this expansion. Remember, “brick and click” has many distinct advantages.
Posted by Shaun, filed under Distance Learning, Distance Learning Marketing, Distance Learning Recruiting, Online Educational Manager, Online Educational Marketer, Online Learner, Online Learning Experience. Date: July 1, 2008, 6:28 am |
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