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22st Annual OLC International Conference
November 16-18, 2016 | Orlando, Florida | Walt Disney World Swan/Dolphin Resort

OLC Innovate 2016 - Innovations in Blended and Online Learning
April 20-22, 2016 | New Orleans, LA | Sheraton New Orleans Hotel

Using Data to Stand Out in a Slowing Online Education Marketplace

Andrew Magda (The Learning House, USA)
Session Information
October 14, 2015 - 12:45pm
Institutional Strategies & Innovations
Major Emphasis of Presentation: 
Research Study
Institutional Level: 
Universities and Four Year Institutions
Audience Level: 
Session Type: 
Information Session
Oceanic 8
Session Duration: 
45 Minutes
Concurrent Session 2

Analyzing student consumer survey data and institutional marketing messages can showcase student barriers and aid institutions in optimizing their operation.

Extended Abstract

Although the online market has continued to grow, recently the rate of growth has slowed. While larger external forces help shape the online market, institutions don't have to be victims. Even as the market plateaus there are steps institutions can take to remain competitive. One first step is to understand the barriers students are facing and how messaging from colleges and universities may not be aligned to student concerns.

Key data surfaced in the Online College Students 2015 (sponsored by The Learning House and Aslanian Market Research) and will be shared about specific segments of the market. Younger market segments are seeking a different experience and respond to different messages than older segments of the market. Undergraduates and graduate students have their own unique needs as do those from different socioeconomic backgrounds.

Through analyzing the results of the online student consumer survey attendees of this session will understand the disconnect between students and institutions that may be contributing to the recent slowdown in online student growth, despite further online adoption by higher education. Specific, actionable recommendations will be provided to the audience on how to use these presented data to better optimize their direct-to-student messages as well as overall online operation.

The Online College Students 2015 is an annual survey of more than 1,500 students enrolled in fully online degree or certificate programs. This session seeks to elaborate on key points of the survey and is a follow up to a separate session in which the full array of findings will be presented.

Attendees to this interactive session will be asked to share their unique experiences and how they relate to the presented data.

Lead Presenter

Andrew is the manager of market research at The Learning House. He plays a lead role in the development of custom and large scale market research studies. He also assist partner institutions with their research needs and questions about their regional as well as the national online market. Andrew has prior experience in higher education, non-profit, and private sector market research, which he developed as a senior analyst at Eduventures and a project manager at the Center for Survey Research and Analysis (CSRA) at the University of Connecticut (UConn). At Eduventures, Andrew specialized in both primary and secondary market research projects focused on the online and non-traditional learner as well as conducted remote and on-site presentations of these studies. Andrew earned his M.A. in survey research from UConn and his B.A. in political science with a certificate in public opinion from Marist College.