About this paper

Appears in:
Pages: 8639-8645
Publication year: 2016
ISBN: 978-84-608-8860-4
ISSN: 2340-1117
doi: 10.21125/edulearn.2016.0881

Conference name: 8th International Conference on Education and New Learning Technologies
Dates: 4-6 July, 2016
Location: Barcelona, Spain

SOCIAL INFLUENCE IN REGISTRATION AND RETENTION IN AN ONLINE TECHNICAL COURSE

B. Tretola, K. Islam, N. Bulskov

George Mason University (UNITED STATES)
This study is a continuation of the findings from an online hybrid distance learning research course developed by the Virtual Academy (VirtAC) in the Department of Information Sciences and Technology (IST) of the Volgenau School of Engineering (VSE) at George Mason University (GMU). The development and research is funded by a grant from Cisco Systems. An initial study (Islam, et al., 2015) compared the effectiveness of traditional and social media marketing strategies in launching the first online non-credit 24-week Cisco Certified Network Associate (CCNA) course. Preliminary cost and conversion metrics from the first course supported the use of social media to market the course.

This second study analyzes the results of the marketing activities for the second offering of the course. It applies Robert Cialdini’s six tools of influence: reciprocation, liking, commitment and consistency, authenticity, social proof, and scarcity to the marketing activities including word of mouth, registration and retention. The six tools of influence are applied to the findings in retrospect and analyzed for future application.

This study also analyzes the growth in registration and retention in comparison to the first session. Using the data from responses to surveys administered to students at the beginning and end of the course, the study discusses the implication of word-of-mouth and the application of learning analytics in retaining students, growing the course’s enrollment and student satisfaction.
@InProceedings{TRETOLA2016SOC,
author = {Tretola, B. and Islam, K. and Bulskov, N.},
title = {SOCIAL INFLUENCE IN REGISTRATION AND RETENTION IN AN ONLINE TECHNICAL COURSE},
series = {8th International Conference on Education and New Learning Technologies},
booktitle = {EDULEARN16 Proceedings},
isbn = {978-84-608-8860-4},
issn = {2340-1117},
doi = {10.21125/edulearn.2016.0881},
url = {http://dx.doi.org/10.21125/edulearn.2016.0881},
publisher = {IATED},
location = {Barcelona, Spain},
month = {4-6 July, 2016},
year = {2016},
pages = {8639-8645}}
TY - CONF
AU - B. Tretola AU - K. Islam AU - N. Bulskov
TI - SOCIAL INFLUENCE IN REGISTRATION AND RETENTION IN AN ONLINE TECHNICAL COURSE
SN - 978-84-608-8860-4/2340-1117
DO - 10.21125/edulearn.2016.0881
PY - 2016
Y1 - 4-6 July, 2016
CI - Barcelona, Spain
JO - 8th International Conference on Education and New Learning Technologies
JA - EDULEARN16 Proceedings
SP - 8639
EP - 8645
ER -
B. Tretola, K. Islam, N. Bulskov (2016) SOCIAL INFLUENCE IN REGISTRATION AND RETENTION IN AN ONLINE TECHNICAL COURSE, EDULEARN16 Proceedings, pp. 8639-8645.
User:
Pass: