Marketing the marketing discipline

the influence of delivery modes on discipline major choice

Allison Ringer, Michael Volkov, Andrea Vocino, Kerrie Bridson, Stewart Adam

Research output: Contribution to journalArticle


To meet the increasing diversity of student backgrounds and to create flexibility in teaching and learning practices, higher education institutions are embracing ICT. This study provides an insight into whether a ‘forced’ online learning environment inhibits the ability of universities to attract students to, and retain them in, an undergraduate program. Least square regression analysis was used to model the influence of different modes of teaching delivery on students’ choice of major. Results indicate students’ preference for wholly online delivery positively affected student satisfaction, whereas, students preference for face-to-face mode of teaching delivery did not lead to satisfaction.
Original languageEnglish
Pages (from-to)45-65
Number of pages21
JournalInformation Technology, Education and Society
Issue number1
Publication statusPublished - 2011
Externally publishedYes



  • higher education major
  • mode of teaching delivery
  • online learning
  • student diversity
  • student preference
  • student satisfaction

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