Stephen L. Shapiro, Lynn L. Ridinger, & Lamar Reams

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Presentation transcript:

The Development of an Online Master’s Program as a Complement to an Existing Face to Face Program Stephen L. Shapiro, Lynn L. Ridinger, & Lamar Reams Old Dominion University

Background Face-to-face Sport Management graduate program at ODU since 1996 In 2010, identified by University as a program with potential to grow via distance learning Incentives Additional faculty member Compensation for course development 40% revenue share Launch date: Fall 2012

Preparation Curriculum Schedule Development Schedule Part time vs. full time Development Schedule Assigning course developers Learning how to design online courses Working with CLT

Planning Marketing the Online Program Admissions Modifying Schedules Supported by Distance Learning Admissions Differentiating between on-campus and online Enrollment numbers Modifying Schedules Creating face-to-face and online schedules that can coexist

Issues Cannibalization Enrollment Management Rigor & Attrition

Cannibalization Program goal was to keep two complementary formats During the first semester of the online program interest was high for all students FTF -> Online common Online -> FTF almost non-existent Strategy to avoid online cannibalization Clever scheduling Distinct program structure/goals (not possible for us) Advise early and often

Enrollment Management Online program is in demand 10-12 students per class to 30+ students in 1.5 years Google marketing strategy, sponsorship strategy Balance between quality, resources, revenue share Strategies More selective admissions Dynamic number of online admissions Prepare for competition More online SMGT programs will affect demand

Rigor & Attrition Some students perceive online courses to be “easier” Online courses have as much if not more rigor Online program has higher attrition rate Unexpected challenge Less challenging to drop out Admission decisions need to take attrition into account Clear communication during advising as to online program commitment and expectations

Some Lessens Learned Clear and effective communication between faculty in the program area and university administrators Online delivery method fits within the existing departmental, college and university landscapes Clear program goals and objectives, enrollment numbers, revenues, and course development resources and expectations Faculty advising of students also becomes of increased importance Program of study and expectations must be clear in concise in both formats to limit enrollment issues and attrition.