Retention Strategies For Online Distance Education

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Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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1) A Recent Decrease in Retention Rates of Online Learning

2) Consequences of Low Student Retention

3) Approaching Low Student Retention

4) Pre-enrolment Strategies

5) Tips for Facilitating Enrolment

6) Using Orientation to Maximize Retention

7) Improving Online Retention Rates

8) Engaging Students After Enrolment

Overview

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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Online learning has experienced soaring popularity in recent years, particularly with the ongoing phenomenon of MOOCs (Massive Open Online Courses).

Though student recruitment is generally high, the increasing drop-out rate of distance education suggests a major issue with retention.

Retention rates have always been lower in open and distance learning in comparison to traditional education (generally 20-30% lower), however, a study from earlier this year showed that the average completion rate for MOOCs was below 7%.

1. A Recent Decrease in Retention Rates of Online Learning

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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There is a clear connection between retention and revenue when tuition is paid, with retention initiatives estimated to be three to five times more cost-effective than student recruitment efforts.

Students consider retention as a factor in an institution's perceived quality and in some parts of the world it is linked to governmental funding.

Unless dropout rates of open and distance education can substantially improve, discerning prospective students will opt for programs that promise a better likelihood of eventual success.

2. Consequences of Low Student Retention

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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There is no single solution but rather a series of interventions that can combine to deliver measurable results.

Retention should thus be considered at all stages of the student lifecycle, beginning at pre-enrolment.

3. Approaching Student Retention

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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It’s important that students choose the right course for their needs, both in terms of content and level.

Decisions are based on some combination of course titles and descriptions, guidance, peer opinions and sometimes trial or "taster" materials.

Insufficient pre-enrolment resources may be a result of conflicts between recruitment and retention; emphasizing accessibility and minimizing the level of difficulty to boost admissions.

4. Pre-enrolment Strategies

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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Course titles and descriptions: Content should be written in precise language and the use of unfamiliar terminology should be limited. It’s important to clarify assumptions regarding prerequisites and previous qualifications required.

Course choice guidance: Skilled advisers with access to more detailed information can clarify issues and steer students in the right direction.

5. Tips for Facilitating Enrolment

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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Student comments: Negative comments are generally in the context of a balanced opinion while providing realistic interpretations of material. An average of 10 comments displayed per course is sufficient.

"Taster Packs": Giving prospective students the opportunity to survey typical sample materials for a short "test drive" of a course can be a valuable method of determining applicability.

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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Orientation before the start date can enhance student success – it is also a great way to provide prospective students with valuable information on the course.

Include best practices for interaction using the discussion board and other helpful hints for new online students.

Address expectations about the college experience and list available resources and contacts.

6. Provide Orientation to Maximize Retention

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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Online program coordinators encourage and facilitate communication between students and faculty members via discussion boards, telephone, social media etc.

Doing so allows them to track student progress toward completion, advocate for students in administrative matters, and intervene when progress is at risk.

7. Improving Online Retention

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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Because many online courses experience a sharp drop-off after the first week, early engagement is critical.

Instructors should make a good first impression with a welcoming and informative introduction.

Responding individually to student introductions on the discussion board sets the tone for a collaborative community.

As much attention should be paid to retention as it is to lead generation

8. Engaging Students After Enrolment

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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Consider these tips for engaging online students early on:

Hosting live webinars: Students can meet advisors and faculty and get information before the program begins or throughout various stages of completion.

Early alert program: To identify and assist underperforming students in the first few weeks and recommend non-participating students to seek assistance with appropriate support staff.

Instructor/advisor visibility: Immediate feedback and comments on discussion boards and social media platforms improves engagement.

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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Student peer mentoring: Colleges with online courses that selected former students to become peer mentors found increased retention and greater student success.

Social Media: Students learn more effectively in collaborative environments by sharing ideas and experiences, and social media marketing can be leveraged in this regard.

Establishing learning communities: These can be integrated into existing social networks to connect learners with the assistance and resources they need.

Exit surveys: Asking early departures why they left the course can provide simple, anecdotal feedback.

Source: Higher Education Marketing – Retention Strategies For Online Distance Education

Retention Strategies For Online Distance Education

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