Marketing the marketing discipline: the influence of delivery modes on discipline major choice

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.