Web-based instruction, marketing research, perceptions, marketing recommendations


While there is a considerable body of literature addressing fully asynchronous online web-based teaching in institutions of higher education, none have delved into perceptions and expectations of online classes among those who have never experienced them first hand, either as students or as full-time faculty. As online courses have become ubiquitous, it has become imperative that academic institutions understand what faculty and students think about them. This study attempts to address this gap in extant literature. The similarities and differences in the perceptions about asynchronous online courses (1) among students and (2) between students and full-time faculty are addressed. Marketing recommendations are provided to increase the number of students who take online classes and to encourage more faculty to teach online.

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