Students' perception of an online marketing subject : a qualitative approach
Volkov, Michael, Ringer, Allison C., Bridson, Kerrie and Vocino, Andrea 2008, Students' perception of an online marketing subject : a qualitative approach, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-9.
Australian and New Zealand Marketing Academy Conference
Place of publication
Canning Bridge, W.A.
Extant literature supports the growing importance of offering flexible modes of learning delivery in order to meet the needs of a diverse student cohort. The increased use of information and communication technologies (ICT) has lead to an enriched learning experience, but has also posed a number of constraints and challenges for students. Although there is an abundance of research regarding students’ perceptions, attitudes and satisfaction with the online learning environment, most of this is taken from the perspective of the distance education student. The purpose of this qualitative study is to examine these issues from the perspective of a mixed cohort of students (both on and off campus), who are required to complete a core, undergraduate marketing unit exclusively online.
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