Adopting online taster courses in postgraduate recruitment: the case of a British business school

Abstract

Given the increasing competition faced by higher education institutions when it comes to attracting postgraduate students, and the implications of the global financial crisis, technology can play a critical role in not only promoting courses, but also enhancing the student recruitment experience, especially for international students. This article examines a case in which online taster courses were set up and run in a British business school. Its main research objectives were to examine the practicalities and implications of setting up a system for supporting online taster courses, and to assess the potential effectiveness of online taster courses as a recruitment tool. An action research approach was adopted, with the author undertaking the infrastructure set-up, course development and delivery. Six courses were delivered, with quantitative and qualitative data collected in the process. These were analysed and interpreted in the context of the project's objectives, leading to recommendations for marketing practice.