How to recruit students to go to college without going to campus: A case study of online student recruitment

• In Event: The Optics of "Access" in Higher Education

Abstract

This study examines how universities recruit online students. University administrators identify the characteristics of prospective online students, outline which non-academic services can be outsourced, identify ways to leverage the institutional brand as indistinguishable from the online program, and prioritize personalized student interactions throughout the online student recruitment process.

Authors

• Justin C Ortagus, University of Florida

• Melvin J Tanner, University of Florida