1. 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

2. 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

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

4. 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

5. Issues
Cannibalization
Enrollment Management
Rigor & Attrition

6. 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

7. 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

8. 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

9. 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.