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Full-Text Articles in Education
Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar
Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar
Atlantic Marketing Journal
This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special
Hello, Are You There? Creating And Measuring Online Student Engagement, Kirsten Passyn
Hello, Are You There? Creating And Measuring Online Student Engagement, Kirsten Passyn
Atlantic Marketing Journal
Engaging students in an online environment is frustrating for faculty and a concern of administration. Faculty and students report lower levels of satisfaction and lower engagement in online versus face to face learning. Dropout rates in fully online courses are often two times higher than face to face courses. This research attempted to engage online students by embedding a gamification-based scavenger hunt in an online course. Engagement was measured using a combination of quantitative and qualitative measurements. Although the scavenger hunt didn't significantly engage low performing students, it did motivate and deepen top-performing students' engagement. Interestingly, qualitative-based engagement measures proved …